Guinness: The Arthur Guinness Projects

This case study explains the launch of the Arthur Guinness Projects, a community project in Ireland funded by Guinness, the beer brand, which celebrates creative ideas and seeks to build social capital.

Guinness: The Arthur Guinness Projects

Agency: In the Company of HuskiesClient: Diageo

Introduction & Background

Huskies agency would like to acknowledge that this programme was conceived along with PR partners WHPR (Dublin) and Freuds (London)

"A society of many virtuous but isolated individuals is not rich in social capital"

Sir Robert Putnam.

Let's spare you the standard 30 second download on the miserable affairs of Ireland over the last couple of years and assume we all know what we're talking about. If not, 5 minutes with an Irish taxi driver will do more justice in providing 'background'...

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