Work

The Approach

THINKHOUSE developed an integrated communications strategy spanning PR, creators and social storytelling to bring Kilteely’s story to wider audiences in a culturally relevant and emotionally engaging way.

By placing the people of Kilteely at the heart of the campaign, THINKHOUSE amplified their voices beyond the documentary itself, transforming a local story into a national conversation about the importance of pubs as social and cultural hubs. The campaign reinforced Heineken®’s commitment to supporting the communities they serve and championing the future of pubs across Ireland.

The Output

Dublin International Film Festival Premiere

The campaign launched with the world premiere of The Pub That Refused To Die at the Dublin International Film Festival. Media, creators, consumers and the publicans featured in the documentary joined director Gar O’Rourke on the red carpet to celebrate the people of Kilteely and their achievement.

A live Q&A followed the screening, featuring community members, Gar O’Rourke and Heineken® Marketing Director Fiona Curtin. More than a film launch, the event became a platform for a wider discussion about protecting local pubs and community spaces.

Strategic PR Campaign

Following the premiere, THINKHOUSE rolled out a comprehensive PR strategy spanning earned print, online, radio and TV, bringing the voices of the community directly to audiences across Ireland, ensuring the story resonated far beyond the documentary itself. The people behind The Street Bar became the heart of the campaign, capturing the emotion, determination and community spirit that fuelled the effort to save the pub.

Led by agency partners We Are Romans and Le Pub, the story also travelled internationally through global media amplification and creator partnerships, extending the campaign beyond Ireland and bringing the story of Kilteely to audiences around the world.

Community-to-Community Storytelling

To bring the campaign to life beyond the screen, The Pub That Refused To Die toured across Ireland, taking the story to places facing similar challenges.

This included Ballylooby, Co. Tipperary, where locals were working to secure the future of their village pub. Following a screening in the community hall, publicans from The Street Bar shared their experiences and practical advice. The connection continued beyond the event, with Kilteely remaining a source of support. Ballylooby later successfully completed the purchase of its local pub, bringing the campaign’s message of community action to life.

The Outcome

The Pub That Refused To Die proved that a local story can spark a much bigger conversation. As part of Heineken®’s commitment to supporting pubs at the heart of Irish communities, the campaign celebrated the vital role and power of collective action.

The story resonated far beyond Co. Limerick, generating 1,196 media placements and 209 million opportunities to see through national and international coverage.

By transforming one village’s fight to save its local pub into a story of inspiration and possibility, the campaign demonstrated the enduring importance of pubs as social and cultural anchors across Ireland.

The Pub That Refused to Die became one of the most celebrated Irish campaigns at Cannes Lions 2026, earning global recognition across multiple disciplines. The campaign was awarded the prestigious Creative Strategy Grand Prix, alongside additional Lions in PR, Direct, Creative B2B and other shortlisted categories, cementing its reputation as an idea that combined creativity with genuine cultural impact.

As the campaign's PR lead, THINKHOUSE played a pivotal role in transforming a local community story into an international conversation, generating widespread earned media, capturing public imagination and helping establish the campaign as a benchmark for purpose-led communications. The recognition across both creative and PR categories demonstrated the power of an integrated approach, proving that great storytelling can deliver lasting business, community and cultural impact.