The Problem :

In the US Guinness was a familiar icon deeply misunderstood : little more than a St Paddy’s day pint. A beer with a foreign accent. In the land of light summer lagers, Guinness was its own special thing, just not America’s.

The Brief :

The brand needed more than visibility in America, it needed a voice.

Our brief was to rediscover what Guinness has always been - and translate that truth into a story America can call its own. 

The Solution :

“The incessant display of what’s worse in us makes it essential that we believe in human goodness. Without that belief, there really is no hope” - Margaret Wheatley

Launched in post war Britain by a Toucan with its menagerie of four legged accomplices “Lovely Day For A Guinness” was an iconic piece of brand language which was largely unknown in the US.

Beyond the graphics and animals, those words distill Guinness’s belief in goodness, communion, and the better side of human nature.

Crucially, they laid the foundations of a new, potent brand narrative. 

At a time when Americans are made to believe that the “lovely” days are behind them, that what lies ahead is a future of ever-growing disconnection, isolation, solitude, fear and uncertainty… lovely days are precious. A lovely day for Guinness is a lovely day for friends, for sharing, for trust, for life as it should be.

Revisiting this iconic line provided the perfect device with which to re-introduce Guinness to the US and re-introduce America to a side of itself it rarely sees.

Rather than merely revive a slogan, this approach was the spark of a far more ambitious undertaking. 

“Lovely Day” was treated as Guinness’s lens on the nation : a snapshot of Americans together, a timely and precious reminder from a brand that deeply loves people, that we are not alone.

In partnership with Magnum Photography—masters of capturing the poetry of human experience—our campaign documented Guinness communion across all 50 states, transforming traditional OOH into a monumental social experiment, revealing the country’s beating heart. 

Face to face, pint to pint, every state, every walk of life, with one understanding: when you’re with your people, it’s a lovely day. 

Slainte to that.