Live It Up is a campaign created to reinforce the history and connection between the Guinness Extra Stout brand and the West Indian/West African community. The second and third generation immigrants that grew up watching their fathers and uncles enjoying Guinness Extra Stout needed a chance to be reintroduced to the brand.

We celebrated their unique perspective and contributions to American culture with a massive block party in Brooklyn on Memorial Day weekend featuring art, music, fashion and food combined with an OOH campaign encouraging people to embrace and revere what makes them different. The campaign has run for multiple years and has expanded into new national markets.