Artwork made from barley constructed for Harp lager campaign

A nine metre high artwork depicting a pair of wings made from barley has been created for a campaign for Harp lager called 'Earn Your Wings'.

Harp: Artwork alludes to the lager's key ingredient
Harp: Artwork alludes to the lager's key ingredient

It was commissioned by Belfast-based PR and marketing agency Smarts Communicate, whose clients include Harp’s parent company Diageo.

Smarts said the aim was to celebrate the success of last year's 'Look on the Harp Side' campaign and to mark the launch of Earning Your Wings, a reward scheme for Harp customers in pubs.

Selina Wallace, account director at Smarts Communicate, said: "Earn Your Wings is essentially a commercial sampling promotion aimed at driving trial and awareness. To make the promotion compelling for media and consumers, we knew we had to come up with a bold idea that would grab headlines from the outset.

"‘Make hay while the sun shines’ underpinned the thinking for the disruptive stunt. It reflects the same values as the communications platform ‘Look on the Harp Side’, which celebrates the way that people in Northern Ireland embrace an optimistic viewpoint on life. And the construction of barley wings at scale provided us with striking photography that created standout in media."

Harp brand manager Lisa Ronayne said: "The idea captured the essence of the ‘Look on the Harp Side’ campaign and Smarts cleverly took inspiration from some of Harp’s key ingredients to include high quality barley and great craftsmanship, to develop the stunt activity."

The structure was constructed at Northern Ireland’s Ards Peninsula. The wings were made out of 250 bales of barley, 440 meters of twine and 400 wooden stakes and took five days to build.

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