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Guinness Extra
Celebrating the extraordinary passion of Premier League fans who follow the games from afar
- Office
- United Kingdom
- Client
- Diageo
VML & Guinness Extra put real fans at the heart of the story – capturing the authentic rituals and emotions that make every matchday a "Lovely Day".
The passion for the Premier League travels far beyond stadium walls. For its sponsorship of the league, Guinness wanted to connect with the millions of devoted fans who experience the game intensely from afar. The result was a campaign that proves fandom isn't limited by geography; it's built in communities, shared rituals, and the belief that matchday is bigger than the 90 minutes.
Guinness aimed to deepen its recognition as the Official Beer of the Premier League across key markets, including Africa and Asia. The campaign sought to resonate with fans whose experience of the league is defined by distance, celebrating their unique passion rather than focusing on the in-stadium experience.
The idea is rooted in a brand truth: Guinness Foreign Extra Stout is brewed with extra hops to help preserve the beer during long trips. This mirrors the "extra" devotion of international fans - their extra support, rituals, and passion that travel thousands of miles - proving that true fandom isn't limited by geography.
"Guinness Extra" puts real fans at the heart of the story through a documentary-style film set in Kenya. By capturing authentic, “extra” matchday rituals - from custom-made kits to football-inspired hairstyles - the creative celebrates the vibrant communities and shared emotions that make every matchday a 'Lovely Day'.
The campaign launched across TV, social, and digital channels in key international markets. The work builds on Guinness's successful first season as the Premier League's official partner, which saw the brand activate its sponsorship in over 80 countries, connecting with a global broadcast audience of 900 million homes.
