Guinness
OOH
Social
ADs: Abby Dempsey & TeJay Echols
CW: Sarah Yang
St. Patrick’s Day in Chicago is the place to be.
We were tasked with getting people to walk the mile-and-a-half from downtown river dyeing to the Guinness Open Gate Brewery.
We needed to emphasize the uniqueness of what we could offer Chicago, instead of relying on well-worn Irish-American stereotypes.
For 250 years, Dubliners and Chicagoans have gone back and forth. First with an influx of Irish immigrants in the 1800s, and now with curious tourists from both cities hoping to catch a glimpse of life on the other side of the pond. But we know Chicago is always best.
So we decided to get a wee cheeky, and challenge the city of Dublin to see who has the best modern Saint Patrick’s Day celebration.
Hold My Guinness
We will be mailing a formal letter to the Guinness factory in Dublin.
The challenge?
To see which city can put down the most Guinness and Baby Guinness shots in 24 hours.
The reception of the letter and subsequent response letter will be captured on video and used in a trailer to promote the event.
On St. Patrick’s Day, a popup stand near the river will welcome people with toasties and baby Guinness shots.
Finally, a winner will be declared!
The same menu will be available at the Chicago and Dublin Guinness factory.
It will feature traditional food and drink items from both cities.
Execution
Open Gate Brewery attendees will be able to see their counterparts across the Atlantic via livestream at each brewery.
They will be also able to buy a Guinness for someone across the pond.
Games such as beer pong and “split the G” will be held and winners will be determined. A scoreboard will keep tallies of winners on both sides of the pond
Limited edition Chicago and Dublin Saint Patrick’s Day Guinness jerseys will help partygoers show pride for their city.
