Our Guinness St. Patrick’s Day OOH execution won two awards at Ad Club OOH Day which took place yesterday in Toronto. The campaign won in the Best Large Format and the Best Multi Platform categories.

Our strategy was rooted in the Surge and Settle moments of Guinness. We wanted to build up anticipation and excitement leading into St. Patrick’s Day. To drive this surge, we focused on leveraging large format takeover in select cities, like the Yonge Dundas Square Takeover with creative counting down to St. Patrick’s Day. We also supplemented with additional OOH in TTC networks and Elevator News to capture audiences as they were making their plans for St. Patrick’s Day.

The creative concept we developed with our OOH partners was to physically show the anticipation by showing the Guinness glass slowly fill up as St. Patrick’s Day was drawing closer and closer.

These executions were supplemented with additional reach driving channels such as TV, Social and other OOH large formats.