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AUCKLAND, Today: Special Group NZ has created a new St Patrick’s Day street poster campaign, encouraging New Zealanders to celebrate this afternoon – responsibly.

Special founder/ceo/CCO Tony Bradbourne said: “For centuries, March 17th has given people a reason to come together to celebrate St Patrick’s Day. Unfortunately, this isn’t possible for many people around the world this year.

“We’ve worked with the Ministry of Health to help encourage the right behaviours when people head out this St Patrick’s Day. It’s great to be able to play our small part, and to be in the position to be able to celebrate with friends in person this Wednesday.

“Cheers to that.”

“We are extremely lucky to be one of the few places in the world that can safely enjoy St Patrick’s Day in a pub.”

Special Group head of strategy Rory Gallery said: “We are extremely lucky to be one of the few places in the world that can safely enjoy St Patrick’s Day in a pub. I personally can’t wait, but I know it’s important we all play our part in ensuring we get to continue to enjoy this unique position.”

Charlotte Findlay, assistant brand manager/global spirits at Lion, said: “Getting together for a pint of Guinness is the quintessential St Patrick’s Day experience.

“This year being able to have a pint with friends is even more special, and it’s fantastic that Kiwis can get out and celebrate over a Guinness on this day.”

When the QR code poster is scanned, people are directed to the Ministry of Health Covid-19 page that contains vital information around how we can all do our bit to sustain the covid-free world we’ve earned for ourselves.


Client: Guinness
Lion Category Marketing Director – Wine, Spirits & RTD: Adrian Hirst
Lion Senior Brand Manager: Tim Norman
Lion Assistant Brand Manager – Global Spirits: Charlotte Findlay

Agency: Special Group
Founder/ceo/CCO: Tony Bradbourne
Head of Strategy: Rory Gallery
ECD: Stu Mallarkey
Senior Copywriter: Tom Johnson
Copywriter: Scott Moyes
Studio Manager: Gavin Le Claire
Senior Business Director: Sam Hall
Strategist: Callum Orr
Business Executive: Madeleine Smart

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