# Eco-Friendly Booze Advertisements Guinness 'Some Are Made of More' Campaign Focuses on Environment By Erin Fox | Published 2012-10-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/guinness-some-are-made-of-more References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/guinness-caterpillar-woodpecker-spider-firefly/) & [guinness](http://www.guinness.com/) The Guinness 'Some Are Made of More' campaign hones in on the impact of [eco-friendly adverts](https://www.trendhunter.com/trends/3d-advertisement). Guinness released four separate images to depict its newest slogan. By incorporating images of the environment in its newest advertisements, Guinness is playing into the [newest eco-friendly stream of thought](https://www.trendhunter.com/trends/sapling-spirits-vodka). In the first image, we are acquainted with leaves cut out into the shape of swamping Irish land; in the second image, thousands of fireflies form the shape of a chandelier, symbolizing elegance. The third image hosts a spider web morphed into the shapes of butterflies. The last image is of a wood pecker building the Leaning Tower of Pisa from a tree. These animals and insects are constructing extraordinary works of art from simple nature items. Guinness similarly produces an [extraordinary item from wheat](https://www.trendhunter.com/trends/world-of-guinness), relaying the message through their newest campaign. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 46% | Activity: 73% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Eco-friendly Advertisements:** Opportunity for businesses to incorporate eco-friendly messaging in their advertising campaigns. - **Nature-inspired Imagery:** Potential for brands to use natural elements and animals in their visual representations to connect with environmentally-conscious consumers. - **Sustainability Messaging:** Emerging trend of companies emphasizing their commitment to sustainable practices in their marketing materials. ### Sectors Adopting This - **Alcoholic Beverages:** Disruptive innovation opportunity for alcohol brands to highlight their eco-friendly production processes and ingredients. - **Advertising and Marketing:** Opportunity for marketing agencies to specialize in creating eco-friendly ad campaigns and strategies for clients. - **Sustainable Product Packaging:** Increasing demand for eco-friendly packaging solutions, presenting a disruptive innovation opportunity for packaging companies to develop sustainable alternatives. ## Related on Trend Hunter - [Irish Stout Campaigns](https://www.trendhunter.com/trends/guinness-unveiled.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Regenerative Beer Agriculture Programs](https://www.trendhunter.com/trends/regenerative-agriculture-program.md) - [Eco-Friendly Pub Guides](https://www.trendhunter.com/trends/green-pub-guide.md) - [Urban Bottle Sustainable Initiatives](https://www.trendhunter.com/trends/fields-green-with-grass-not-glass.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Illuminated Local Pubs](https://www.trendhunter.com/trends/light-up-your-local.md) - [Booze-Branded Eco Projects](https://www.trendhunter.com/trends/the-edden-project.md)