\"Pictured

Pictured at the launch of Arthur Guinness Projects, a major new cultural initiative that will champion Ireland's talent and creativity, are Dylan McGrath, Jim McGuinness and Chris O'Dowd who, along with 12 other industry experts, will choose and provide mentoring to the selected projects Photo by: Marc O'Sullivan

Guinness to invest $4 million in discovering new creativity across Ireland

\"Pictured

Pictured at the launch of Arthur Guinness Projects, a major new cultural initiative that will champion Ireland's talent and creativity, are Dylan McGrath, Jim McGuinness and Chris O'Dowd who, along with 12 other industry experts, will choose and provide mentoring to the selected projects Photo by: Marc O'Sullivan

Guinness and Co. have announced details of its latest TV campaign ‘Arthur Guinness Projects’, which champions and celebrates the next generation of creative talent in Ireland, and will be broadcast in Ireland from Monday, 19th August.(7:45 p.m., RTE 1).

The TV campaign was filmed in Ireland earlier this month and showcases a cast of Arthur Guinness Project applicants from the worlds of food, arts, sport and music; people whose ideas, passion and spirit are enhancing and shaping Ireland’s culture and identity. 

Directed by Dubliner Joanna Bailey and produced by Russ Russell of Russell Curran Productions, the TV campaign captures creative and talented people in real moments of artistic expression and celebrates the attitude shared by the brand and Arthur Guinness Project applicants – getting more out of life by putting more in.

Shot at various locations across Dublin including the Guinness Storehouse, Sandymount beach and the Grand Canal basin, the TV campaign features a number of Arthur Guinness Project applicants; from dancers, musicians and visual artists to, a chef, poets, a fashion designer and circus performer, all of whom portray the cross section of creative talent that exists in Ireland today.

The TV campaign, which includes two 30” TV versions, also has an original music track, ‘Dominoes’, from Irish rapper and Arthur Guinness Project applicant Elaine Harrington aka Temper-Mental MissElayneous who also features in the TV advertising campaign.

Stephen O’Kelly, Marketing Director, Guinness said, "Over 600 projects from across the country have submitted to the Arthur Guinness Projects and the depth of creative talent and innovation has been exceptionally impressive and inspiring.  We are thrilled to celebrate and showcase some of this creativity in our latest TV ad which we believe reflects the energy, passion and determination evident in Ireland today”.

Together with a mentoring and promotional support programme, Arthur Guinness Projects will invest €3 million in people and their projects across Ireland over the next three years, with up to 20 projects benefitting annually.

You can vote on Arthur Guinness Project ideas that inspire you from the four categories of food, arts, sport and music until 23rd August on www.ArthurGuinnessProjects.com.

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