RUGBY RAGE

Guinness Starts a Bar Scrum

Fighting through the competition in-bar is always tough. Guinness not only wanted to tackle the bar crowd, but inspire those on site to recognize their brand and leverage the passions and support for the national rugby team, and own that growing, unique relationship.

A passionate call-to-arms rallied the creative message to inspire customers to step up and submit a cheer that the Canadian National Rigby team and fans alike could adopt as their own. Posters, signage and double sided coasters drove awareness and even provided space for impromptu lyrical submissions. Creative also highlighted exclusive prizing which offered the opportunity for submitters to win a trip to international matches.

Supplementary, adapted creative featuring the national  team facing of against the world allowed bars to highlight game dates, times, and specials to draw supporters in bar to view the matches.