We took a day known in Ireland only for binge drinking and turned it into a way for the world to give voice to rising musicians and artists everywhere.
I was the lead CD on the team that pitched, won and built Guinness's global music platform. Over two years and across multiple continents, we transformed Arthur's Day into Guinness Amplify.
Stephen O'Kelly, Guinness Marketing Director, called it "An incredibly exciting new music program from Guinness."
Here's the official launch video followed by our Music Made of More anthem and some positive Irish press.
MORE ISKNOWING ALL THE WORDS.MORE ISFEELING EVERY CHORD CHANGE.MORE ISHEARING THE MUSICEVEN WHEN IT'S NOT PLAYING.