Grand Opening
Grand Opening
We designed a 360-degree launch campaign for Guinness’s flagship Open Gate Brewery in the heart of Chicago. In a sea of brewery’s with rich beer culture, we had to stand out. But we also had to do it in a way that was true to Guinness and the rich heritage the brand has.
However, what many people don’t know is the rich history Guinness and Chicago share, so our team sought out to do just that–retell this love story to the public so that the connection is clear.
Our campaign involved a surprise drone show above Lake Shore Drive, a curated event, viral social media post teasing the launch, digital and print Out of Home ads strategically placed, and custom merch and beers that struck deep connections to locals.
Digital & Print OOH
Digital & Print OOH
Our digital and print Out of Home ads were strategically placed around the city for maximum engagement. Our designs leaned into the authenticity and grit both Chicago and Guinness own.
Social
Social
Through social media we analyzed trends and curated a feed that showcased the Guinness brand in an authentic way that would resonate with locals so the connection between Chicago and Guinness was clear.
We routinely organized photoshoots to debut new beers and merchandise only available in Chicago. With a feed balanced between organic, user-generated content and paid, we were able to quickly gain a massive following that contributed to consistent foot-traffic in the brewery and restaurant.
Drone Show
Drone Show
We crafted a surprise drone show over Chicago’s Lake Shore Drive that quite literally showed that Chicago and Guinness’s relationship has been written in the stars. The wait was finally over!
