Guinness 'LoVely' Campaign Replaces 'V' with Harp in Modernization Strategy
Guinness has introduced the 'LoVely' out-of-home campaign, created by AMV BBDO, which cleverly incorporates its harp logo into the word 'Lovely' by substituting the 'V' with the harp symbol. Initially launched in Ireland and Great Britain, the campaign is set to extend to Africa and the Asia-Pacific region. Designed by George Hackforth-Jones, it aims to modernize the brand while honoring its legacy. The campaign brings back the 1930s tagline 'Lovely Day for a Guinness,' as highlighted by Stephen O'Kelly, global brand director at Diageo. Captured by photographers Dan Burn-Forti and Peter Franklyn Banks, the campaign showcases genuine life moments, connecting to events like the Electric Picnic festival and the Premier League. Historically, Guinness refrained from advertising until after World War I, upholding a tradition of quality in its marketing.
Key facts
- Guinness launched a new campaign called 'LoVely'.
- The campaign was created by AMV BBDO.
- The harp logo replaces the letter 'V' in the word 'Lovely'.
- The campaign launched in Ireland and Great Britain.
- Expansion to Africa and Asia-Pacific is planned.
- The campaign revives the 'Lovely Day for a Guinness' slogan from the 1930s.
- Photography was shot by Dan Burn-Forti and Peter Franklyn Banks.
- Guinness did not advertise for the first 170 years of its history.
Entities
Artists
- George Hackforth-Jones
- Dan Burn-Forti
- Peter Franklyn Banks
Institutions
- AMV BBDO
- Diageo
- Guinness
- Electric Picnic
- Premier League
Locations
- Ireland
- Great Britain
- Africa
- Asia-Pacific
- County Laois
- England