This campaign was done in partnership with Jack Morton Worldwide Chicago. Their client, the Guinness Open Gate Brewery, has a problem. Despite being a classic place to spend St. Patrick’s 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 start months before-Guiness petitioning to add a fifth star to Chicago’s beloved four star flag.

The four stars on Chicago’s flag each represent important events in our city’s history.

By 1850, Irish immigrants made up a fifth of the population of Chicago.

Their contribution to the growth of our city is the silent fifth star that’s been there all along.

(We’ve also tried it before, to varying to degrees of seriousness. Go bulls)

After we drum up a bit of attention (and debate!), we’ll anounce our 5th Star Festival

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

Answer all trivia questions: 5th Star Pin

Answer more than half correctly: OGB koozie

Answer all correctly: 5th Star Festival Hat

Enjoy sets from Chicago’s top musicians, each incorporating one powerful Irish folk song into their performance and sharing its personal significance.

• Smashing Pumpkins

• Fall Out Boy

• OK Go

• Earth, Wind, and Fire

  and of course….

• Chicago

The route from the river to the festival will have a path of 77 stars, representing the 77 communities that make up Chicago. Stars will be geotagged so that festival-goers will receive a push notification with an exciting way to engage with it as they approach a star.

• Facts about Chicago/Irish immigrants

• Trivia

• Partnership with nearby establishments

• Coupons for the brewery

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.