Diageo begins Darkness Reigns campaign in Toronto
Diageo has begun a street campaign in Toronto in support of the Guinness brand called "Darkness Reigns." During the initiative, 10 branded limousines will target pedestrians after sports events and concerts. Female promotional workers in masks invite passers-by into the cars and drive them to participating bars serving Guinness. The campaign was developed by The Marketing Store and executed by Motomedia. Media was handled by Starcom.