GREEN RIVER Don’t drink the green river

How does an unknown bourbon brand make a splash in Chicago? By hijacking the city’s favorite St. Paddy’s Day tradition and making it our own.

Every year, a Green River flows through Chicago to celebrate St. Paddy’s Day. As the whiskey that shares the same, we felt it was our duty to create PSAs reminding people which Green River to drink—and which one to pass on. This locally led idea, created and executed entirely in-house, delivered 10M total impressions—40% more than the brand’s entire national campaign efforts.