In celebration of St. Patrick’s Day, we’re raising our pint glasses to Guinness’ Silver Effie-winning work from 2015, created with BBDO New York.
Guinness’ best day each year is March 17, when the world goes green for St Patrick’s Day. But to grow, Guinness needed to claim a territory that was bigger than Irishness. So it looked inside itself, took the substance for which it was renowned and used it as the basis of a new and a timely role for the brand to raise a glass to those with more character and substance.
They brought the idea to life through print and film, and also featured those who embodied meaning, substance and character, including the Barnes sisters, Lanny and Tracy Barnes, and Boston Marathon bombing hero and peace activist Carlos Arredondo. The work drove engagement, increased perception, and effectively increased trial of the brand overall by 10%.
