A Lovely Day
for a Guinness

Campaign: Film, OOH, Social
Art Direction & Design

Challenge:
Guinness. Globally iconic. In America? Surprisingly quiet.

Solution:
We reimagined Guinness’s historical 1932 slogan—“A Lovely Day for a Guinness”—through a contemporary American lens. 

Traveling across all 50 states, we documented 50 communities that gather over a pint: rollerblading dads, jazz quartets, ice fishermen, Skijorers, rodeo riders, oyster farmers, and domino players.

Collaborating with Magnum Photography, we captured shared rituals—a celebration of togetherness in a country that often feels anything but united.

Anthem Film

This anthem film is a tribute to the countless ways Americans come together. A celebration
of fifty communities nationwide, each defining a lovely day in their own way.

Billboards across
the country.

We turned outdoor ads into portraits of belonging. The campaign includes 50 original executions, one for every state, reflecting an optimistic side of America we rarely see.

A gallery as
big as America.

An intentionally minimal design system turns every image into a gallery piece. The layout grid echoes the shape of a Guinness pint, with a white “foam” header for captions and credits.

Creative:
Sam Shepherd - CCO
Beth Johnson - Design Director
David Charles Rodrigues - Creative Director
Kia Heinnen  - Creative Director
Christian Palma - Motion

Strategy:
Steve Zaroff - Chief Strategy Officer
Albert Opraseuth - Strategy Director
Alexandre Janneau - Strategy Director
Drew Simel -  Strategy

Production:
Charlie Balmer - Executive Producer
Justin Lee - Associate Producer
Lundi Shackleton - Line Producer
Evie Robinson - Runner
Claire Green - Post Producer

Accounts:
Katie Lancaster - Managing Partner
Taylor Jerome - Account Director
Lucy Patterson - Account Supervisor

Researchers:
Alex Schuster 
Eliza Franzinetti 
Mira Kaplan
Aubrey Neuman-Grunbaum
Martha Ward
Yasmin Bowen
Sofia Rossi
Alyssa Benner

Director/Photographer: Alex Webb at Magnum Photos and Jim Goldberg at Magnum Photos
Production Company: Birth & Magnum Photos
Magnum Photos Producers: Marine Merindol, William Simeone
Birth Executive Producer & Managing Partner: Yohan Ungar
Birth Producers: Foued Selami, Frederic Imbert, Bailey Kobe, Manon Ragnotti
DOP: Douwe Hennink
Licensed Music: Iron Sky by Paolo Nutini
Edit & VFX: Uncommon Creative Studio
Sound: Machine & Soundtree Music consultants 
Colourist: Jax Harney

Photographers/Directors: Alex Webb at Magnum Photos and Jim Goldberg at Magnum Photos, Sofia Aldinio, Jared Moossy, Brian Frank, Justin Maxon, Corinne Schiavone, Luis Gerard, Natalie Keyssar, Eros Hoagland, Adrienne Grunwald, Brett Kosmider, Evan Loney, Katherine Apuzzo, Bruno Forcine, Isaac Hoff.
Production: Uncommon Creative Studio
Retouching: Hand of God