Sydney had 90 days of rain this summer (yes, that is every day). But the UK is currently looking forward to sunny summer months and long bank holiday weekends, so Guinness has unveiled a new OOH campaign evoking iconic pints of the black stuff in classic summer scenes. A reminder that summer and Guinness go so well together.

The campaign, created by AMV BBDO, builds on the success of the previous #LooksLikeGuinness campaign, which was launched in summer 2021 to celebrate the reopening of pubs and bars welcoming customers back and led to Guinness being the most talked-about beer brand on social media in the UK.

Waves crashing against a rock, people relaxing on a deck chair on a sandy beach, surfboards glistening in the summer sun. At a certain angle, in a certain light they all make you think of a cool, refreshing pint of ice-cold Guinness. With that in mind, the agency worked with photographer, Catherine Hyland, to capture each moment, shot from an observer’s perspective where the much recognisable black and white pint could be naturally inserted into the environment. Hyland’s work, known for capturing epic, beautiful landscapes, helped the team make the pint-play both incidental and grand at the same time.

The OOH executions are located no more than 500m from pubs and bars across Great Britain, supported in social media and BTL assets in certain outlets. 

John Burns, head of Guinness in Great Britain, stated, “Our new campaign celebrates all those sunny moments that are almost in our grasp and puts Guinness at the heart of the British summer.”

Ricardo Porto and Victor Bustani, creatives at AMV BBDO, added, “To be able to evoke a cool, refreshing, ice-cold pint of Guinness without even showing it, is proof that it is one of the most recognisable and iconic beer brands in the world.”

Credits: 

Client: Diageo (Guinness)
Client Team: Anna MacDonald, John Burns & Bethany Weston 

Creative Agency: AMV BBDO
CCOs: Nadja Lossgott & Nicholas Hulley
Creative Directors: Nadja Lossgott a& Nicholas Hulley
Creative Team: Ricardo Porto, Victor Bustani, Laurens Grainger & Alicia Cliffe
Design Team: Max Henderson, Simon Dilks & Mario Kerkstra
Planner: Joe Smith
Account Team: Michael Pring, Nick Andrew, Alexandra Sandford Smith & Aneesha Ghattaora
Producer: Olivia Fryer

Photographer: Catherine Hyland
Producer: Amanda Jenkins

Media Agency: PHD
Social media agency: Born Social