St. Patrick’s Eve

Client: Jameson Irish Whiskey

We all waited seven years for St. Patrick’s Day to fall on a carefree Saturday and in 2024, it was supposed to, but Leap Year had other plans. So, when we saw the calendar 'feck' with St. Patrick’s Day, we decided to 'feck' with the calendar—upending centuries-old traditions by creating a new one and getting the party started the night before thanks to St. Patrick’s Eve (SPE).

Riffing on New Year’s Eve, we put a Jameson twist on the traditions Americans love and engaged two guys who know a thing or two about Saturday nights: Saturday Night Live’s Michael Che and Colin Jost. Excitement for SPE soared. From limited-edition jackets to SPE drinks and party favors at hundreds of bars, we built a month-long countdown culminating in a Jameson-ified ball drop in Times Square. In Chicago, we took over ferries on the river during the annual green river dyeing and in Las Vegas, we took over the famous Sphere. And ahead of St. Patrick’s Day dawning, thousands of fans decked in Jameson swag, joined us in Times Square to count down as the iconic NYE ball turned green dropped. The leap year didn't ruin our celebration; we started a new St. Patrick’s Day tradition. With 350 bars nationwide celebrating St. Patrick's Eve and 5,000 people registering for our Times Square event, we garnered 6.8 billion earned media impressions, becoming the first spirit brand to orchestrate the iconic Waterford Crystal ball drop on a day other than New Year’s Eve.