Guiness Extra

Inspired by the extraordinary passion of fans who follow the Premier League from afar, the campaign celebrates supporters who live the league intensely across distance, proving that fandom isn’t limited by geography - it’s built in communities, shared rituals, and the belief that matchday is bigger than the 90 minutes. Through ‘Guinness Extra’, Guinness is elevating and extending the extraordinary feeling of belonging that makes matchdays Lovely Days for fans.

Developed in partnership with VML UK, the campaign launches with two documentary-style hero films directed by Arthur Neumeier, set in Kenya and Indonesia. Shot using a blend of 16mm analogue film and digital footage, the films capture the texture of matchday fandom as it’s really lived