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 :

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

The brief was to resurface what Guinness has always been : a brand full of human goodness, hope and communion - 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

Re-introduce Guinness to the US by reintroducing Americans to a side of each other they rarely see.

Rather than just a slogan, the work made “Lovely Day” Guinness’s lens on the America today : A snapshot of Americans together, a timely reminder from a deeply humanist brand that despite the doom and division of the news, we are not alone.

In partnership with Magnum Photography, the 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, one understanding:

When you’re with your people, it’s a lovely day.