Guinness is set to launch a campaign to persuade the world to ‘paint the town black’ to celebrate St Patrick’s, incorporating TV, OOH, digital, social channels and PR.
The campaign will include a ‘personalised film’, which uses Google Maps and Facebook to aggregate the fan’s images and location to cast them in an film trailer about a Guinness-inspired night out. Set in a pub, the ad ends with unexpected bursts of black paint, covering everyone inside the pub.
Oliver Loomes, Guinness global brand director, said: “As a platform “Paint the Town Black” has so much creative potential, and it is completely unique to and ‘ownable’ for Guinness, thanks to the beer’s highly distinctive and intriguing colour. St Patrick’s Day is a celebration synonymous with having a fantastic night out with friends, no matter where you are in the world.
“Through this global campaign we wanted to show those joining the fun for St Patrick’s Day the many ways they can celebrate this year – responsibly – with their friends and a Guinness.”
The brand has also partnered with culinary alchemists, Bompas & Parr, who have developed the Black Velvet Royale, blended with Cassis and Champagne.