PUB SUCCESSION
HEINEKEN

Ireland is the home of the family pub. In 1872, it became a legal requirement to display the family name above the door. Fast forward to 2025, now 84% of family members say they don’t want to take over their family pub. One such example lies on remote Achill Island. McLoughlin’s Bar has been in the McLoughlin family for 155 years. Josie McLoughlin, a 4th generation McLoughin, wants to retire but there’s no one to take over after him. So we launched a worldwide recruitment campaign to find his successor. Only catch? They had to be a McLoughlin!

AWARDS

Cannes Lions 2025:

Outdoor: Silver Lion

Brand Experience & Activation: Silver Lion

Media: Silver Lion

Direct: Bronze Lion

Diret: Bronze Lion

8 x Shortlist, including Titanium Shortlist