The heart of Dublin city centre has been transformed into a festive wonderland with the official launch of Après Dublin, Ireland’s first-of-its-kind Christmas party venue, which officially opened its doors to the public with a big launch night on Thursday 30th November.

Après Dublin is a new experiential initiative which is being supported by brand partner Coors Light, Dublin City Council and The CHQ Building and which was created by experiential agency Because.

The ambitious activation has seen the 1,000sqm George’s Dock venue, CHQ, turned into a giant custom-built ski lodge and festive village, with Après social activities and entertainment right at its heart.

The launch night featured with two of the stars of the Disney film Cool Runnings. Doug E. Doug and Rawle D. Lewis – who played Sanka Coffie and Junior Bevil in the classic winter film, which celebrates its 25th anniversary next year – invited fans to join them in an empty bathtub to recreate one of the most iconic scenes from the movie, which tells the tale of the Jamaican bobsled’s team’s journey to Winter Olympics glory.

The festive activation runs every night in Dublin until Saturday 23rd December, and is expecting a turn-out of over 50,000 people.

The seasonal delights on offer include an interactive Virtual Reality ski experience, a snow globe photo opportunity, a ski-lift photo booth, a Santa’s Grotto, carousel rides, and more. Mulled wine, handmade gifts and a range of foods are all for sale within the free-to-attend village, while a full Après band and in-house DJ provide a soundtrack each evening within the ticketed Après LODGE.

Special musical guests are set to include Spring Break, Cosmic Funk and Attention Bebe.

Après Dublin is also partnering with Irish charity Inner City Helping Homeless which provides resources and provisions to Dublin’s homeless. Organisers are providing a Christmas present wrapping service in return for donations to the charity.

Because is a creative experiences agency with studios around the world. Amongst current and past clients are Renault, Lego, Glenfiddich, BP, Reebok, Evian, Carlsberg and Dulux,

The picture shows Cool Runnings actors Doug E. Doug and Rawle D. Lewis with one of the guests at the launch of Après Dublin.

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Building on its successful brand activations in Sheffield, Birmingham and Dublin last year, beer brand Coors Light has been giving Glaswegians the chance to sample “ultimate refreshment” by taking the Ice Cave from its TV ads to the Scottish city, to coincide with a number of other events.

The Jean Claude Van Damme-led TV campaign was brought to life in Glasgow from May 19-28, transporting locals into an atmospheric ‘Arctic raver’ underworld designed by celebrated architect Zaha Hadid. Upcoming DJs were on hand to spin the latest sounds in association with Mixmag, while Coors Light was on tap.

Met by Coors brand ambassadors dressed in full winter gear as if fresh from the Rocky Mountains, Ice Cave guests were equipped with thermal capes designed to keep them warm in the freezing temperatures. Revellers could then ‘chill’ with a refreshing can, pint or sample a range of branded Coors cocktails.

Ali Pickering, VP Global Miller Brands at Molson Coors, said: “For Coors Light, it’s not just about delivering refreshing, great tasting beer, but ensuring we consistently engage consumers with incredibly unique experiences that they’ll never forget, and on that front, the Coors Light Ice Cave certainly delivers.”

Joanna Wharton, Senior Account Manager at ‘real world’ marketing agency Sense, which is running the campaign says: “The aim is to provide an unforgettable experience that captures the fun and energy of the brand by creating the best possible atmosphere to enjoy an ice cold Coors Light. It’s also a great place to discover local talent and up and coming artists.

The Coors Light Ice Cave ran alongside Glasgow’s Electric Frog & Pressure Riverside Festival, a celebration of electronic music. Other events coinciding with the Ice Cave’s Glasgow residency include the Scottish Boat Race (May 20) and the Food Truck Festival (May 20-21). There was also a collaboration with Glasgow’s SubClub.

Admission was free and could be booked at coorslight.co.uk/icecave, but tickets had to be booked in advance.

The Coors Light Ice Cave will also visit Manchester later in the year.

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

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