The Campaign that Broke All the Records

Guinness World Records celebrates the extraordinary—but for most people, setting a world record feels out of reach. That distance made the brand feel less relevant to everyday life. So when launching the next edition of the Guinness Book of World Records, we wanted to flip that idea on its head—reminding people that world records are all around them, just waiting to be set.

So we created posters that were Guinness World Records. Designed as official proclamations, each one turned everyday moments into record-breaking achievements. By giving regular people a chance to participate in a world record, we made an iconic brand feel more personal—and brought Guinness World Records back into everyday conversation.

Awards: Gold Addy (Outdoor), Creativity Pick of the Day

Set up on a New York street corner, this poster invited people to break the record for eating hot dogs in front of this poster. An official observer counted the number of hot dogs eaten, and made sure that people only ate hot dogs and not pretzels, gyros or falafel.

Set up in a New York City bus shelter, this posted invites people to break the record for staring at it the longest. An official observer made sure participants followed the rules and did not try to check their mobile phones, look for a restroom, or notice the celebrity that was across the street. Everyone just stared at the poster. A lot.

The World's Heaviest Poster, printed on a 6.8 ton rock in Central Park. The poster was printed with spray chalk to avoid damaging the rock or the park.