Guinness has launched its latest campaign heroing the brand’s iconic harp, creating a modern and fresh perspective of one of the brand’s most distinctive assets, crafted in partnership with AMV BBDO.
Launched through an evocative OOH campaign, ‘LoVely’, presents a new expression of ‘Lovely Day for a Guinness’ – the brand’s iconic and timeless advertising platform which was reintroduced last year.
The new ‘LoVely’ campaign uses a beautifully deliberate and simple design expression built around the iconic Guinness harp, which has been part of the brand for over 160 years, transforming it into the letter ‘V’.
The campaign features photography from Dan Burn-Forti and Peter Franklyn Banks which captures authentic ‘lovely’ scenes featuring pints of Guinness and close crops of authentic life moments.
The photography approach allows the campaign to work consistently across markets and occasions – including Guinness’s sponsorship of music festivals like Electric Picnic in Ireland and Premier League football globally – demonstrating that any day, anywhere, can be a ‘Lovely’ day for a Guinness.
‘LoVely’ is live in Ireland and Great Britain with high-impact OOH and DOOH, with a wider global rollout including Africa and APAC to follow.
Stephen O’Kelly, Global Brand Director – Guinness, Diageo: “LoVely gives new life to one of our most famous advertising lines, refreshing Guinness’ brand heritage in a way that is timeless, contemporary and relevant across markets and channels. This campaign reflects the enjoyment of small, meaningful moments of connection that happen every day. I love how authentically it captures the warmth and humour that make those moments so memorable. It really represents how consumers are increasingly enjoying Guinness in a breadth of occasions, from football matches and festivals to the pub and at home.
George Hackforth-Jones, Global Creative Director, AMV BBDO: “Sometimes the best ideas are right in front of you. What we’re most proud of with LoVely isn’t just the beautiful simplicity of the design thinking or the photography. It’s that the campaign captures the breadth, spirit and relatability of these moments, and with one simple word gives new depth and meaning to a brand platform that’s been around for nearly 100 years.”
