Guinness wanted to drive excitement for St Patrick's Day 2022, the first since the start of the pandemic. It was my job to conceptualise a response, write a script and support with the pre and post production of the video series. The idea we landed on was romanticising the 'Paddy's Day Pull' which was based from the insight that regardless of whether or not you were Irish or even liked `Guinness, Paddy's Day was a great excuse to go to the pub on a Wednesday. We partnered with Laura Whitmore and pulled in @shitlondonguinness to create a series of social ads, even pushing Guinness 'clear' in the process.
Role: Concept, Creative Strategy, Copywriting.