…that Guinness hopes will win it an audience of younger drinkers.
“Through #madeofblack we will provide a stage for those who are an inspiration to others, as they carve their own path with confidence, flair and boldness.” [Mark Sandys, the global brand director at Guinness]
Sure, Guinness an Irish brand. But it’s hip to be black and Guinness is out to woo the hip crowd. Guinness Africa’s ad does a number of things to that end:
“Made of Black” builds on the brand’s “Made of More” strapline.
Using a Kanye West song (Black Skinhead) gives the brand appeal to a younger audience.
The music clip genre gives it ‘cool’ and viral chart acceleration.
Featuring African celebrities such as rapper Phyno, hip-hop artists Octopizzo, singer-songwriter Bez, model Ajuma, visual artist Cyrus Kabiru, photographer Lakin Ogunbanwo, Chude Jideonwo (co-founder of Red Media Africa, which owns the continent’s largest portfolio of youth media brands) and dancer-choreographer Peter James Obon…gives it status and social media spread.
https://vimeo.com/105372633
“The idea behind the #madeofblack campaign is to celebrate the confidence and attitude that Guinness shares with the people who drink it, an attitude that we’ve called ‘Black’. #madeofblack is not about colour. Its focus is on celebrating those that exhibit this Black attitude,” Guinness stated.
The spot was created by Abbott Mead Vickers BBDO with help from the BBDO offices in Africa. It’s the agency’s first work for the brand since winning the business in October.
The pan-African campaign by aired on August 27 on MTV Base Africa during Guinness’ four-hour takeover of the channel, which which featured guest appearances by the spot’s Fuse ODG and Phyno.
Creative credits:
Agency: AMV BBDO
Creative director: Mike Schalit
Creatives: Mike Sutherland & Antony Nelson
Production company: Rogue Films
Director: Sam Brown
Post: The Mill
