Paddy’s Day is huge…for Guinness.

How does Jameson elbow its way past the crowds at the bar to make its presence felt on the 17th March? Well, our research showed that people get full of the black stuff quite quickly and want to move onto something shorter.

Add to that a story we discovered about how the original toast to St. Patrick in the 1800s was called ‘Drowning the Shamrock’ - and we had a ready made on-trade campaign good to go.

The idea scaled social films in the run-up, experiential stunts in Regent’s Canal and activations on the day itself.

Slainte

Role: CD