Most expensive ever Guinness advert features large-scale domino game.
Directed by Nicolai Fuglsig of Sony Bravia 'Balls' fame, it is a celebration of community.
The advert was shot on location in a remote side village called Iruya, in the Salta region of northern Argentina, with a population of around 1,000 people.
Non-Format is a creative team comprising Kjell Ekhorn (Norwegian) and Jon Forss (British). They work on a range of projects including art direction, design and illustration for music industry, arts & culture, fashion and advertising clients. They also art direct Varoom: the journal of illustration and made images.