Open Gate Brewery
This campaign was done in partnership with Jack Morton Worldwide Chicago. Their client, the Guiness Open Gate Brewery, has a problem. Despite being a classic place to spend St. Patricks Day in the city, the Brewery is 1.5 miles from the nearest downtown festivities. So how do we get people to make the trek in the cold air? We make the mile an a half worth the effort.
We start months before—with Guinness petitioning to add a fifth star to Chicago’s beloved 4 star flag.
The Chicago flag's four stars mark pivotal moments in our city's story. But there's an invisible fifth star - the Irish, who by 1850 formed one-fifth of Chicago's population and helped build the foundation of our modern city.
After we drum up a bit of attention (and debate!) We’ll announce our 5th Star Festival.
✮ Smashing Pumpkins
✮ Fall Out Boy
✮ OK Go
✮ Earth, Wind, and Fire
and of course…
✮ Chicago
Enjoy sets from Chicago's top musicians, each incorporating one powerful Irish folk song into their performance and sharing its personal significance.
Fifth Star Stage
Second City Stage
With Ireland as their muse, Chicago's hometown comedy heroes will perform stand-up and improv sets that hilariously explore this legendary cultural blend.
✮ Hannibal Buress
✮ Cecily Strong
✮ Craig Robinson
✮ Aidy Bryant
✮ John Mulaney
On the route from the river to the festival will be a path of 77 stars, representing the 77 communities that make up Chicago. Stars will be geotagged so that as festival- goers approach a star, they receive a push notification.
✮ Facts about Chicago/Irish immigrants
✮ Trivia
✮ Partnership with nearby establishments
✮ Coupon for the brewery
Tiered prize system for trivia distributed at the brewery:
Answer all trivia questions: fifth star pin
Answer more than half correctly: OGB koozie
Answer all correctly: fifth star hat
Escape the festival frenzy at our Guinness 0.0 Recharge Station, where you can savor a perfect NA pour while powering up your devices and catching your breath. This non-alcoholic option lets you enjoy the iconic Guinness taste throughout the day, ensuring you stay refreshed without missing a beat of the celebration.
