Magners St. Paddy's G'Day

The brief for this project was to create a suite of point-of-sale items to promote Magners Irish Cider and encourage Australians to become Irish for the day whilst celebrating St. Patrick's Day on March 17th. As Art Director on this project, I was responsible for organising a briefing and brainstorming session with the design studio to generate ideas for the campaign and gift with purchase items. We then developed 3 poster and headline concepts which we presented to the client along with GWP ideas. The chosen concept was based around the gift idea of a leprechaun hat with corks and an ingeniously simple Australian twist on St. Paddy's Day for the headline. This campaign was very successful for Magners and resulted in a huge increase in engagement and brand awareness on St. Patrick's Day and beyond. The campaign was expanded to include the New Zealand and South-East Asian markets (with a change to the headline and gift) for 2016 and 2017.