We took a day known only for binge drinking and turned it into a global stage for up-and-coming and established artists made of more.
I was the lead CD on the Momentum Worldwide team that pitched, won and built Guinness's Global Music Platform. We built the platform in partnership with our client team over two years and across multiple continents. We took a hedonistic day to celebrate one, and made it a day to give voice to more of us. We transformed Arthur's Day into Guinness AMPLIFY.