St. Patrick's Eve

Client: Pernod Ricard / Jameson Whiskey

It should come as no surprise that Jameson—the #1 Irish whiskey in the world—takes St. Patrick’s Day very seriously. For many years, the brand has created campaigns designed specifically around the holiday to engage with fans. In short, St. Patrick’s Day is a chance to really go big. For their 2024 St. Patrick’s Day campaign, they wanted to capitalize on the holiday with an ambitious, nationwide experiential program that leveraged consumers' ongoing desire to engage IRL. St. Patrick’s Day gave Jameson the opportunity to lean into face-to-face interactions and lighthearted revelry that are hallmarks of both the brand and the holiday.

The only problem, this year’s St. Patrick’s Day was stolen by Leap Year, causing the holiday to fall on a Sunday. Jameson saw this as an opportunity to create their own holiday, St. Patrick’s Eve. The 360º campaign enlisted Saturday Night Live’s Michael Che and Colin Jost who announced the new holiday via a national media campaign that culminated with a St. Patrick’s Eve ball drop and experiential takeover in Times Square, officially ringing in the holiday. The campaign extended beyond Times Square, with 350 St. Patrick’s Eve kits distributed to key markets throughout the country allowing consumers everywhere to take part in the celebration and count down via Jameson’s live stream.