The out-of-home campaign builds on last year’s ‘Looks like Guinness’ spot.

Summer is just around the corner and Guinness has launched a clever campaign to make people thirsty for a pint.

Created by Abbott Mead Vickers BBDO, the outdoor campaign transforms iconic summer classics into signature pints of the Diageo drink.

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Photographer Catherine Hyland photographed waves crashing against a rock, someone resting on a sun lounger and a collection of surfboards soaking up the summer sun.

All of these are enchanting scenes in their own right, but consumers get a real taste of summer once they see the strategically placed shades covered in that familiar foam.

Developed by AMV BBDO's Ricardo Porto, Victor Bustani, Laurens Grainger and Alicia Cliffe, the thirst-quenching images are within a 500m radius of UK pubs and bars.

The campaign will also run on social media as well as underlying assets on certain PHD-managed media.

It's the latest addition to Guinness' Looks Like Guinness campaign, which debuted last year as an ode to pubs that have been badly neglected and missed by the UK public during lockdown.

A 40-second film directed by Chris Balmond about Outsiders used a similar technique, with everyday settings and objects such as a stack of newspapers or a pair of socks resembling a pint of Guinness.

"Our new campaign celebrates all those sunny moments that are almost within reach and puts Guinness at the heart of the British summer," said John Burns, Director of Guinness UK.

Creatives Porto and Bustani added, "Being able to whip up a crisp, refreshing, ice-cold pint of Guinness without even showing it is proof it's one of the most well-known and recognizable beer brands in the world."