Here at B&T we often find ourselves inundated with multiple press releases, each choc-full of information, job titles, product names, and the odd bit of jargon.
While we absolutely welcome all brands, businesses, and individuals to get in contact with us, occasionally we don’t mind a touch of minimalism. Think the age-old, “Keep it simple, stupid” motto.
When our friends at Thinkerbell sent us a press release reminding ourselves and other readers of the upcoming St Patrick’s Day celebrations, we were over the moon.
In the place of high definition imagery, brand positioning, and neatly crafted paragraphs of information, we simply have a large, plain black image, with the Guinness logo at the centre, and a Zoom-like pop-up reminder tab (as us office workers are so familiar with) reminding us they will be “out of office” this coming Thursday, 17 March for St Patrick’s Day.
A smaller, exclamatory note at the bottom slyly reads, “New and existing diary meetings at this time will be declined”. St Paddy himself would be proud.
Of course, this is further continuation of the long running minimalist Guinness campaigns, albeit this time with a post-pandemic, back-to-the-office twist.
“St Patrick’s Day is the ultimate moment to come together with a pint of Guinness, and after the last 3 years of Covid interruptions, we’ve never been more excited to turn on the out of office and get into a pub for the day,” said connections director at Lion, Ed Stening.
Thinkerbell executive creative tinker, Tom Wenborn, added, “I’m currently OOO enjoying a pint of Guinness, I’ll be back at my desk Friday 18th March. Please contact Jim Ingram if it’s urgent.”
And that’s it. That’s all the information we were given in the press release regarding the “campaign”. And, to be honest, that’s all we need.
After years of doom-and-gloom, let’s take Guinness and Thinkerbell’s advice and revel in the camaraderie and good vibes of being able to catch-up and drink with your best buds once again.
Oh, and as is customary, we can’t forget the credits list at the end of every press release. Given the nature of this campaign, the list is staggeringly extensive.
Cheers to all and a happy St Patrick’s Day on Thursday!
Brand Director, Guinness: Malcom Eadie
Brand Manager, Guinness: Cam Collison
Strategy Director, Guinness: Kate Smithers
Creative Agency: Thinkerbell
Media Agency: UM
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