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 really America’s.

The Brief :

Guinness didn’t just need visibility, it needed a voice. The challenge was to resurface its eternal belief in human goodness, hope, and communion and translate it into a story America could 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

Rather than just a slogan, the work made “Lovely Day” Guinness’s lens on the nation : a snapshot of Americans together and a timely reminder that despite the backdrop of ceaseless disagreement and divisiveness, we are never as isolated as we think.

In partnership with Magnum Photography, the campaign documented Guinness powered communion across the fifty states, transformed traditional OOH into a monumental portrait gallery and brought light to 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.