The Craic

After two years without celebrations and parades, Guinness had the opportunity to provide consumers with unforgettable experiences, allowing them to rediscover the magic of St. Patrick’s Day. Our creative platform centered around the concept of “the craic” - the Irish term for fun - and helped people embrace old and new traditions. Leading up to and on March 17, everywhere you looked, Guinness paved the way in welcoming back St. Patrick’s Day - on the ground at parades, in the air with hot air balloon flights, in bars with friends and families gathering together again, on the air waves with a brand new campaign, and on social media giving away $1 million to consumers with the best toasts.