Guinness Launches New Campaign For Premier League Season

The campaign, for Guinness 0.0, emphasises the collective experience of football, focusing on fans from across all demographics

To mark its second season as the Official Beer (and Non-Alcoholic Beer) sponsor of the Premier League, Guinness has launched a new campaign celebrating football culture at its finest. Created in collaboration with AMV BBDO, Lovely Day for a Guinness opens with a short film featuring fans from all 20 Premier League clubs, highlighting the shared joy and optimism that a new season of football brings.

The film, titled Hope, depicts football fans of all ages enjoying match days in a variety of ways – from getting their team’s logo painted on their nails to having a dance in the pub. The tone of the work is upbeat and unifying, looking to promote connection at a time when other forces attempt to divide. Guinness shows that no matter your age, background or location, football offers a chance to come together under a collective passion.

Hope is the first instalment in a series of short films that will make up Guinness’ new campaign, and while some will spotlight the original stout, this initial release focuses on the non-alcoholic Guinness 0.0, which is increasingly becoming a fan favourite. The film also comes at a time of skyrocketing sales figures for the iconic Irish beer brand, with double digit growth globally and a sharp rise in popularity among younger demographics and women in particular.

“We wanted to show football culture as it truly is: unfiltered, emotional, and grounded in the truth,” note AMV BBDO creatives Will Brookwell and Louis Prenaud. “These aren’t actors pretending to be fans, they’re the real people who truly show their love for their team week in, week out. We think you can feel that in the films and it’s that power that will help this work travel across different platforms and markets around the world. This is Guinness celebrating football culture at its very best.”

Creativereview.co.uk