Guinness has unveiled a new out-of-home (OOH) campaign in the lead-up to St Patrick's Day, morphing the form of the dark stout to illustrate the number of sleeps left for punters.

The creative for the campaign was developed by Thinkerbell, with media handled by UM and Reprise Digital

Approximately 2.4 million pints of Guinness are expected to be consumed in Australia in the lead up to and on St Patrick's Day.

"St Patrick’s Day is a big deal for Guinness-loving and beer drinkers everywhere. It deserves its own countdown to the big day. It’s a little like counting down the sleeps till Christmas," said Albertus Lombard, Lion Brand Director of premium beer.

The campaign launches across social and OOH platforms in New South Wales and Victoria.