The brief was to create a global toolkit for on and off-trade to put Guinness back at the heart of St Patrick’s Weekend. ‘Let's Get Together’ was the overarching thought and renowned artist McBess was commissioned to bring this to life. He created a quirky mix of characters from bikers, to hipsters, to jockeys as well as referencing Guinness’s heritage with the surfers, sapeurs and of course the toucan, all coming together around a pint. The designs featured in every spot you can purchase Guinness as well as on specially created beer mats, T-Shirts, back of bar displays and in-store FSDU’s. This positioned Guinness as the authentic way to celebrate St Patrick’s Weekend 2017.
Design advertisement created by Iris, United Kingdom for Guinness, within the category: Alcoholic Drinks.
Creative Director: Nina Taylor
Art Director: Jonathan McKemey
Copywriter: Trevor Webb
Illustration Agency: Bernstein & Andruilli
ECD: Andy Taylor
Art Buyer: Lu Howlett
Account Director / Managing Partner: Stefan Zoltowski
Artwork: Billy Thomas