Guinness Case Study

Guinness told the story of Gareth Thomas, former Wales rugby captain and one of the most high-profile players in rugby to come out as gay.

The film explored the fear of coming out in a sport built around toughness, masculinity and team identity. Thomas described feeling he had to be “extra macho, extra strong, extra tough”, and worrying that being honest about who he was could cost him everything.

Instead, when he came out to his teammates, he was met with support. His teammates stood by him, his coach told him he didn’t have to go through it alone, and Thomas said life felt worth living again.

4% Sales uplift for Guinness

£8m Incremental increase in national sales volume

3 Cannes Lions, including a Gold Glass Lion

#1 Beat Rugby World Cup sponsor Heineken in share of voice

Never Alone helped open up a national conversation around sexuality, masculinity and professional sport.

It showed how socially important storytelling could deliver cultural impact, major awards recognition and measurable commercial results.

The campaign reached far beyond rugby.

It helped shift the conversation around sexuality in sport and gave others the confidence to be themselves. Thomas said people stopped him in the street to say they were now living a life they never thought they could have.