Odds are, you’ve been in the pub with someone trying—and failing—to split the G. Odds are, that someone was me. But when you do nail it, it’s something special.

Which got me thinking when the best time to split the G would be. Surely the exact mid-point of the year.

We created venue-specific posters, inviting punters to split the G and celebrate the midyear. This was the first time the brand embraced the trend. As an Irishman, that’s more rewarding than any industry award.