Everyone loves a pint of Guinness, so long as it's St Patrick's Day. We were asked to break the habit and get younger lager drinkers to switch for good.

We embarked on a year-long campaign, which used shopper marketing to excite young guys and inspire banter in pubs. Huge prizes were up for grabs ranging from a private gig with the Black Eyed Peas to a trip into space. The big finale was a global party that took place to celebrate 250 years of the Black Stuff.

Millions of euros went to charity, but record-breaking sales really gave Guinness something to smile about.

Awards

- 2010 Cannes Lions (Shortlist)
- 2010 MAA Best Communication Campaign Featuring Sales Promotion (Shortlist)