Thinkerbell and beverage brand Lion have reimagined the Guinness tagline, ‘Lovely Day For A Guinness’, for wintertime in the southern hemisphere with a national campaign that offers an unexpected twist on its classic pint motif.
Thinkerbell’s chief creative Tinker, Paul Swann, said that “through the work we sought to capture the smooth characteristics of a Guinness on a winter’s day.”
“This manifested in everything from the setting, a post surf pint at the end of the day, to the grade and even the decision to execute the film in a single, continuous shot,” he said.
With the creative rolling out across video, audio, and static, the Guinness Brewery of Meteorology campaign is also set to return for a second year, launching the first day of winter, 1 June.
Users of its web app will receive alerts about the ideal Guinness drinking temperatures, leveraging geo-targeted technology to find the nearest venue serving Guinness. A winter promo offer will also be available throughout the season for eligible participants to receive a free Guinness at participating venues and Dan Murphy stores.
Albertus Lombard, Lion brand director of Premium beer, said: “Winter is the season that Aussies can enjoy Guinness while taking in the best bits of the season. It’s the crisp winter days, or the cosiness of a pub or home at night that the unique characteristics of a Guinness can really be savoured.”
In March, Thinkerbell launched a countdown campaign to St Patrick’s Day for Guinness in partnership with UM and Reprise Digital, portraying the dark stout changing shape as the celebrations approach.
Last month, the agency launched a mid-autumn campaign for Lion’s XXXX Summer Bright Lager to remind consumers you can drink the brew during any season. The work was informed by the insight that, compared to other places in the world, the entire gamut of the Australian climate can still be loosely categorised as different shades of one season: summer.
In February, JCDecaux awarded Lion and UM the inaugural Programmatic Campaign of the Year award with their digital OOH campaign.
See also:
XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell
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Credits:
Client: Lion
Creative agency: Thinkerbell
Media agency: UM
Digital agency: Affinity
Production: Finch