Guinness Made of Black
Guinness has long been an iconic brand in Africa, but Africa as we know it is changing. The youth are switched on; changing their governments and changing their lives. They are the renaissance generation that Guinness needs to connect with.
Using the simple mantra Made of Black, we chose 22 influential Africans to tell us what they’re made of. The campaign kicked off with a simultaneous takeover of MTV Base and 11 other syndicated channels across Africa.
Then we flipped the question to the public using every channel possible. Digital assets facilitated direct engagement with the campaign and madeofblack.com gave consumers inspired by the campaign a platform to voice what made them uniquely “Made of Black”. The campaign built up to a showcase – Hour Black, a co-produced MTV Base broadcast – putting a spotlight on the incredible African spirit the campaign had unearthed. The results speak for themselves as we helped ignite a unique, electrifying transcontinental cultural movement.