A cultural partnership celebrating what makes Irish pubs unlike anywhere else.

Guinness research showed Gen Z were visiting pubs less frequently. The opportunity was to reframe the pub as something uniquely Irish. A place where conversation cuts across age, interests and moods, and where no two nights are ever the same.

Using LADbible Ireland’s audience, we invited people to nominate their favourite pubs for different moments, from football to weekday chats to live music. These recommendations shaped the work from the outset.

We built a series of films around these audience-selected pubs, featuring real regulars to capture the character of each space and its people. The result was content made by the audience, for the audience, centred on the strange, funny and unpredictable conversations that define pub culture.

Supporting social extended the idea further, spotlighting more audience-favourite pubs across each theme and reinforcing Guinness as a brand rooted in pub culture nationwide.

Creative Direction: Peggy O’Neill
Team: Niall Kelly, Jonathan Murphy, Gareth Byrne, Eoin Gleeson