Guinness as a brand were finding it difficult to really connect with a new Irish generation so Huskies helped them create a platform where Guinness can celebrate the next chapter of Irish talent and creativity. The Arthur Guinness Projects is a cultural initiative designed to fund and mentor people whose ideas, passion and spirit are enhancing and shaping culture and identity in today’s Ireland.
The Arthur Guinness Projects helped to empower the makers, thinkers and doers of Ireland, giving them a platform to showcase their ideas around Food, Sports, Music and Art in order to win funding and mentorship.
My involvement was with the project team delivering the OOH, online videos, banners and website.
We created a through-the-line campaign to promote the project, including press, outdoor and online video. We directed people to the new website we’d developed which allowed them to vote for their favourite entries.
