​If people need a reason to go out, make one up.

With drinking on the decline and nights out losing ground, Jameson wanted to give people something new to celebrate. So we invented St. Patrick's Eve: a totally legit fake new holiday, with all the flare of a real holiday.

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We borrowed the NYE playbook and gave our new holiday the whole treatment: celebrity hosts, countdown clocks, a Times Square ball drop, swaggy swag, and a massive campaign to rally America to go to the bar and drink a bunch of Jameson. 

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The whole thing culminated in an IRL Times Square "rock drop" event hosted by our talent, DJ'd by Anderson .Paak, and live-streamed to thousands of Irish bars nationwide.

 

Role: Concept + Creative + Art Direction

Agency: Weber Shandwick