Guinness is considered a traditionalist brand, but in reality they have always been looking forward (as illustrated by signing a 9000 year lease back in 1759). This time they're looking really far forward.
Print consists of black printed on black. Hidden codes in blacklight ink.
Codes on print allow entry into to a microsite counting down to the announcement of a Vantablack can of Guinness – a world first – and the opportunity to win one for yourself.
Billboards are black during the day, illuminate at night with blacklight bulbs.
Guinness will partner with three notable science fiction writers (i.e. Terry Pratchett) to write short fiction pieces, their vision of what happens in The Future.
These are released on the site every month leading up to the announcement, but if you visit the Comic-Con 2017 tent you can get an Exclusive print version.