Guinness x Dermot Kennedy
Globe and UMI partnered with Guinness to launch their new initiative, Live & Rising, which aims to celebrate Irish pubs across the country and the role they play as homes of incredible experiences in music, food and culture.
Guinness Live & Rising launched with a 12-month programme of pop-up music, food and sports events in pubs across Ireland, which has been designed to showcase the unique creativity, culture and craic that can only be found in an Irish pub.
We helped launch the programme in spectacular style by enlisting global superstar Dermot Kennedy with a world-first performance on the roof of the Guinness Storehouse in Dublin. The Home of Guinness provided an epic backdrop with views across Dublin and the Liberties beyond. Our crew captured the moment on film so that it could be used as the PR launch announcing Live & Rising to key media outlets and across socials.
Coming down from the rooftop, Dermot took to the stage in the Storehouse’s ‘Gravity Bar’, performing an intimate set to superfans, press and key stakeholders at an exclusive launch party. Dermot was supported on stage by local rising stars Gemma Dunleavy and JYellowL.
Ahead of the performance, the Guinness Storehouse partnered Dermot Kennedy with Dublin street-artist, Aches, to collaborate on a new mural celebrating the launch of Guinness Live & Rising. Marrying Aches’ customary style with Dermot Kennedy’s lyrical magic, the artists, who each started their careers on the streets of Dublin, merged disciplines to emblazon the lyric ‘We’ll be Dancin’ in the Sun’ across the bridge above the famous Storehouse gates.
The following day Dermot surprised fans with impromptu pop-up sets around Dublin pubs which included The Long Hall, Devitt’s and Toners. Dermot was also joined at each of the pubs by new Irish acts he’d handpicked (Niamh Bury, Aimée and Somebody’s Child) to help shine a light on the importance of the pub as a hub for emerging artists.
Like so many of Ireland’s musicians, Dermot Kennedy began his career performing in pubs throughout Ireland. Dermot commented: “I’m delighted to support the launch of Guinness Live & Rising, which spotlights the incredible talent surging in Ireland, as well as celebrating Irish pubs who have always been a champion of emerging talent. There’s a contagious energy in the pubs of Ireland, there’s nothing like it anywhere in the world, and the pub is somewhere I still love to play when I’m home. It’s a place where I get together with friends and family over a pint of Guinness to share stories and connect through music, sports and food.”
Find out more about Guinness Live & Rising here
The campaign achieved 40 pieces of coverage across print, online and radio, with a unique media reach of 1 million+.269 social posts with a reach of 2.09M.
