Ball drop

In New York, the brand is celebrating the March 16 “holiday” by dropping the Times Square Ball at 8 p.m. ET to coincide with “Irish Midnight” and the official start of St. Patrick’s Day in Ireland. Guests 21 and over can enjoy the countdown festivities in Times Square Plaza between 43rd and 44th streets on Broadway, featuring a live set by DJ Stormy, giveaways and “The J Shop,” where they can buy limited-edition streetwear designed in collaboration with Reed Art Department (with proceeds benefiting the Restaurant Workers’ Community Foundation).

The “Rock Drop” countdown will be livestreamed on JamesonSPE.com for fans who aren’t in the city, and shown in partnering bars in the area. Jost and Che will be on deck as hosts, as well as guests of honor at a special VIP event attended by influencers and winners of a contest the brand held in February, whose “luck of the Irish” earned them a trip to New York for the festivities, where they’ll get to hang out with the SNL stars and enjoy a live set by DJ PeeWee—also known as Granny-winning artist Anderson .Paak.

The New York activation—which marks the first time a brand has ever dropped the Times Square ball to celebrate a new holiday—was produced in partnership with 160over90.

The campaign also includes out-of-home takeovers of The Sphere’s Exosphere in Las Vegas, wrapping the ferries and water taxis in Chicago (where the city famously dyes the Chicago River green annually) and a complete digital takeover of entertainment complex L.A. Live.

CREDITS 

Agencies
Agency of Record: Ogilvy
Co-lead creative, public relations: Weber Shandwick
Creative, talent and influencer, content and production: UEG
Executive producer, creative director: Jared Pearlman
Producer: Demi Diggs 
Website: Debrain
Media: Publicis
Social: TAG
CMR: A2I

Production
Production company: Steve Unlimited
Director: Micah Perta
Producer: Aaron Rosenbloom
Executive producer: Brian Etting
Editor: Andy Green
Colorist: Loren White (Lookwell)
Sound mixer: Kris Huayta