The ‘PubSuccession.com’ campaign won Gold in Advertising Brand Strategy at The Drum Awards, leveraging AI to help Irish pubs find successors, preserving family names and cultural heritage, and reaching 88 million people of Irish descent on St. Patrick’s Day.
What do we want to leave behind? A name. McCarthy, McDonnell, McMahon, McDermott, McCormack, McCabe, McLoughlin… or soon, just McDonald’s. In Ireland, family names carry history, pride, and community. Without them, there are no roots, no legacy.
Since 1872, law has required pubs to display family names, a tradition now at risk. Today, 84% of Irish pub owners say their children won’t take over the business. Communities are losing pubs to franchises, and Ireland’s social fabric is fading.
Advertisement
That’s why Heineken decided to protect this heritage. 'PubSuccession.com' helps family pubs find successors with the same name, starting with McLoughlin’s. A global search reached 88 million people of Irish descent, launching on the day every Irish person misses home: St. Patrick’s Day. Josie McLoughlin chose Alan from Canada, keeping the name above the door.
With an AI-powered self-generating campaign, 'PubSuccession.com' matches owners with buyers worldwide. What do we want to leave behind? A cultural transmission platform tool, keeping Irish pubs’ names alive for generations.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.