@UNCOMMON
GUINNESS
LOVELY DAY
CIRCA
2024
Strategy
Brand
Community
Campaign
GUINNESS SET OUT TO REINTRODUCE ITSELF TO AMERICA BY TURNING A LOVELY DAY INTO A LENS FOR COMMUNION —
SO WE CROSSED ALL 50 STATES WITH CAMERA IN HAND, FROM ALASKAN ICE SKATERS TO FLORIDA DOMINOES PLAYERS, CAPTURING REAL PEOPLE COMING TOGETHER OVER A PINT – IN A DIVIDED MOMENT, GUINNESS SHOWED THAT WHAT MAKES A DAY LOVELY ISN’T THE BEER ITSELF, BUT GOODNESS AROUND YOU
BRAND
EQUITY
Identifying and understanding how to evolve historic Guinness brand equity for modern consumers in a market with less history but plenty of story to tell.
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COMMUNITY
VALIDATION
Stitching together a network of real-life communities and Guinness lovers to validate the communion they share, and develop a ground-up content strategy .
50 LOVELY
DAYS PROJECT
Stitching together all 50 acts of communion into a nationwide campaign across film, OOH, and a photography project that generated new meaning for 'Lovely Day' and Guinness.