Barry W Hughes / Bahs

We Waste Nights

Originally designed and produced for the group exhibition Is Mise Ireland (411 Galleries, China, 2008)

Colour poster, 84cm x 59.4cm

2008

WE WASTE NIGHTS fuses an ironic take on the now famous slogan used in Diageo add campaigns to encourage Irish drinkers to “drink responsibly” as all alcohol adverts now assert, along with a digitally constructed image of the island of Ireland filled with Guinness cans.

The Irish are well known as a hard drinking nation, and although this outlook has been a common stereotype for a long time the Irish Government have been at pains in recent years to change this drinking culture by increasing the shared responsibility of drink companies and drinkers alike. 

While the graphic image maintains a serious point regarding the seemingly out-of-control “binge drinking” that continues in Ireland, it does so in a deliberately ironic manner by twisting the “Don't See A Good Night Wasted” slogan into “We Waste Nights”. Diageo are the company who produce Guinness, one of Irelands most well known “national symbols” and the poster mimics their trademark advertising style.

Part of the Irish tourist market relies on this connection with Guinness, to such an extent that Guinness merchandise and tours of the St. James’ brewery are now a firm favourite for travellers from across the world. To drink a pint of Guinness in Ireland is now a given when selling the country to foreign tourists. There is no denying that the Guinness brand is part and parcel of the Irish identity.

We Waste Nights poster