Arthur’s Day 2009-2013 // Campaign
I had been working with Guinness on Arthur’s Day since it launched in 2009. In that time we’ve seen it evolve and change, and people’s response to it transform. By 2011 and its 3rd year, the possibility of people growing tired with the programme was a concern.
So we decided to mobilise the nation to Raise Together in celebration of the life and legacy of Arthur Guinness at 17:59 on September 22nd.
By working with a group of great agencies and positioning people’s involvement in raising funds for the Arthur Guinness Fund at the heart of a mass participation platform, we gave everyone a totally fresh look at what Arthur’s Day was about – giving back to the community that has given us so much. The results were a participation record of 37% and €50 million injected into the ROI economy. I was the agency Creative Director on all the digital activity from 2009 until 2013.
