Guinness 0.0 Turns Rugby Anthems Into OOH During Six Nations

When Rugby Takes Over the Streets

With the Six Nations Championship in full swing, Guinness 0.0 has brought back one of its most recognizable creative assets: the foam faces.

But this time, they’re not just watching. They’re singing.

Across key locations in Scotland and Wales, out-of-home placements feature lyrics from the iconic rugby anthems “Flower of Scotland” and “Hen Wlad Fy Nhadau.” The creative transforms static billboards into cultural amplifiers—visually echoing the chants that fill stadiums during match day.

Cultural Timing at Its Peak

The Six Nations isn’t just a tournament; it’s a ritual. It dominates pub conversations, social feeds, and national sentiment. For a brand so closely associated with rugby culture, showing up during this precise window isn’t optional—it’s strategic.

By aligning with local anthems, Guinness 0.0 taps directly into national pride. The foam creatively mirrors the emotion of fans mid-chorus, reinforcing the communal experience of singing together before kickoff.

It’s not just branding. It’s participation.

Data Meets Creativity

Behind the simplicity of the visual lies a deeper strategy from Diageo. According to Mike Cheetham, Head of Culture, Entertainment, Media & Digital at Diageo, the campaign blends cultural insight with data-driven placement—ensuring the creative reaches fans where match-day excitement is already building.

This approach reflects a broader shift in event marketing: precision timing plus emotional authenticity.

OOH works particularly well in this context because it exists in the same physical spaces where fans gather—city centers, transit hubs, near pubs and stadium routes. The campaign becomes part of the pre-game ritual.

A Key Moment for Guinness 0.0

Positioning Guinness 0.0 during a major sporting event also reinforces the product’s role within modern fan culture. It signals inclusion—allowing supporters to participate in the social ritual of the pint without alcohol.

The foam faces aren’t just a visual device.

They’re a cultural shorthand.

And during the Six Nations, that shorthand sings louder than ever.

The creative executions scale up that passing motion to architectural proportions. Massive building facades, billboards and digital screens feature exaggerated arms stretching across space, holding the iconic Pringles tube mid-transfer. The characters vary—astronauts, gamers, aliens, business executives—each representing different social settings where sharing happens.