The brief: get more people drinking Guinness regularly.

Our idea was to recreate the awesome sense of camaraderie and good vibes that comes with St. Patrick’s day and give people a reason to celebrate all the other days of the year.

People nominate their mates to be sainted and get a customized saintly portrait to share, stating when and where the celebration would be. The portrait could also be redeemed for a round of pints to toast the new saint.

Saints and disciples are encouraged to share their portraits to give their pals a good ribbing and a chance to win a Saintly Celebration. We launch the campaign the day after St. Patrick’s day.

Interactive digital 6-sheets with cameras are positioned around bars allowing people to capture their own face and enter the competition. It would also show rolling portraits of recent entries to encourage voting.

One Saint and 12 disciples would get an all-expense paid trip to Dublin's Brewery, where a stained glass window honoring them would be unveiled and later installed in their local pub.

To finish our pitch we created a portrait of Ali Hanan, the Creative Equals founder, to celebrate her patronage of “sticking it to inequality”. We got quite a few laughs, thank heavens.