Guinness x The Rugby World Cup
A comprehensive 360° campaign built around the "Don’t Jinx It" theme, blending creative techniques like censorship, pixelation, and interactive social features to amplify the superstition.
The brief:
Generate excitement among Irish fans for the Rugby World Cup through the campaign line "Don't Jinx It," whilst positioning Guinness as the focal brand.
The insight:
Irish fans harbor quiet anxiety about their team's chances and rugby culture is steeped in superstitions, rituals, and traditions that fans take seriously.
The idea:
I had an idea to launch the campaign with a tongue-in-cheek public apology from Brian O'Driscoll - rugby legend and trusted brand ambassador - who admitted to jinxing the previous World Cup. As a national icon and voice of experience, Brian brought credibility, humour, and emotional weight to the message (which went viral) encouraging fans to join him in not repeating history this year.
The "Don’t Jinx It" message seamlessly integrated across social media, digital out-of-home platforms, and real-time reactive content, creating a unified national experience that brought fans together—capturing the true spirit of Guinness.