AMPLIFY

We took a day known only for binge drinking and turned it into a global stage for up-and-coming and established artists made of more.

As the lead CD teaming up with Momentum Worldwide’s music and entertainment practice, we pitched, won and built Guinness's Global Music Platform. We created the platform in partnership with our brave Diageo client team over two years and across multiple continents. We took a day known for hedonism, and transformed it into a Marshall stack for emerging voices. We scrapped Arthur's Day and introduced the world to Guinness AMPLIFY.