Guinness OOH St Patrick’s Day Tribute To All Blacks Winks At Irish Rugby Rivalry

Guinness paid tribute to the All Blacks with a multi-channel, outdoor-led campaign in New Zealand that links to the country’s rugby rivalry with the stout’s home country Ireland.


The campaign, created in tandem with New Zealand based agency Special Group, is something of a nudge to the ‘passionate sporting rivalry’ between Ireland and New Zealand and the change that the two sides could face one another in November’s Rugby World Cup in Japan.


Launched ahead of St Patrick’s Day 2019, the initiative aims to bring fans together in the friendly spirit of robust rugby competition.


Rory Gallery, head of strategy and Irishman at Special Group said with tongue in cheek: “I actually had nothing to do with this. From my perspective, facing New Zealand would be the toughest possible outcome, I am kind of hoping for an easier path. But I guess I wouldn’t complain if we meet in November.”


The campaign was created for Lion New Zealand category marketing director Adrian Hirst, senior brand manager Simon Warren and assistant brand manager Sophie McLeay, by a team from creative agency Special Group led by executive creative director Tony Bradbourne, head of strategy Rory Gallery, digital creative director Stu Mallarkey, creatives Adam Neale, David Smith, Jack Gravatt and Till Dittmers, as well as group business director Pip Shepherd and account manager Jack Close.


Media was handled by Zenith Media & QMS group business director Andrea Long.




The initiative generated plenty of local fan interest (especially across social media) and press attention.


Indeed, one comment in the New Zealand Herald said “Guinness paid tribute to both [nations] with a stunning Irish-inspired silver fern on their latest billboard. As a Kiwi with half Celtic heritage I love this fern!” and another added “It’s such a respectful and beautiful way to represent both nations before they do battle on the sports field.”


The Diageo owned brand’s NZ rugby work followed on from its activation programme for the first year of its new status as the title sponsor of the 6 Nations (see case study)


and its work leveraging its Women’s 6 Nations partnership (see case study).




Lion New Zealand









Special Group



Zenith Media & QMS



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