Guinness unveiled its plans for St. Patrick’s Day, with several unique initiatives designed to enhance the celebration and bring people together over its iconic stout. At the heart of the festivities is ‘The Guinness Lovely Day Project,’ a US-based campaign that aims to capture the moments that unite people through the shared experience of enjoying a Guinness pint.

As part of a collaboration with POV, Guinness offers fans a chance to share their St. Patrick’s Day celebrations. By scanning a QR code or visiting pov.camera/guinness, participants can upload photos to the official Guinness St. Patrick’s Day camera roll; selected photos may be featured on @GuinnessUS social media or even displayed on a billboard.

Additionally, Guinness has partnered with PopUp Bagels to create a limited-edition ‘Good Time for a Guinness Stout Schmear,’ available from March 13-19 at PopUp Bagels locations and the Guinness Open Gate Brewery, coinciding with the Chicago River Dyeing event on March 14.

The campaign also introduces new out-of-home (OOH) advertisements, featuring a modernized version of John Gilroy’s iconic furry characters.

Image Credit: Guinness