Guinness launches ‘LoVely’ minimalist billboard campaign

Guinness has launched a new billboard advertising campaign titled ‘LoVely’, developed in collaboration with the advertising agency AMV BBDO. The campaign utilizes a minimalist design approach that relies on brand heritage rather than a traditional logomark.

Drawing inspiration from the brand’s 1930s tagline, ‘Lovely Day for a Guinness’, the advertisements feature the word ‘lovely’ placed over various slice-of-life moments. In a nod to the brand's visual identity, the letter ‘V’ in the word is replaced by the iconic Guinness harp logo. George Hackforth-Jones, Global Creative Director at AMV BBDO, stated that the campaign aims to capture the spirit and relatability of these moments while providing new depth to a brand platform that has existed for nearly a century.