Guinness needed to connect with a new wave of Irish drinkers – creative, diverse, and ready to write their own stories.
People first insight
Proud of their roots, but tired of old traditions, young Irish people wanted places that felt alive – where they can connect, create and shape their own stories, not just revisit the past.
Unusual Everyday™ Idea
With Guinness Live & Rising, we gave the stage to Ireland’s emerging cultural creators – musicians, artists, chefs. Through authentic, one-of-a-kind events, Guinness breathed new life into the pub experience and became an energetic and modern part of Ireland’s next chapter.
