‘Darkness Reigns’ is Diageo’s new mini-campaign for Guinness, referencing both the brew’s deep colour and a certain spooky upcoming holiday. Developed by StarCom Mediavest and the Marketing Store (both based in Toronto) and executed by Motomedia, of Markham, Ont., the street effort began in Toronto late last week and will extend until the end of the month, when a top-secret Halloween brand initiative for Guinness will be unveiled.

Until then, a fleet of 10 Guinness-branded limousines will be driven around 27 key spots in the city’s core, targeting thirsty-looking pedestrians exiting sporting events and concerts. Masked ‘Guinness girls,’ dressed in black, will invite pub goers into the vehicles and whisk them off to select bars to quaff a Guinness or two. The promo’s aim is to provide interesting interactive experiences while reinforcing the brand’s social responsibility platform of separating drinking and driving.