Guinness's provocatively themed "Made of Black" campaign links the color of its beer to the vibrant spirit of young Africans.
AMV BBDO in London, working with BBDO offices in Africa, launched the pan-African push last week with a five-hour takeover of MTV Base. That programming featured the debut of the two-minute spot below starring local artists and performers in a dazzling montage of dance, performance art and surreal set pieces—propelled by the insistent groove of Kanye West's "Black Skinhead."
"This campaign is a celebration of an attitude that epitomizes individuals who aren't afraid to truly express themselves," says Mark Sandys, the client's global brand director. "With #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."
"Made of Black" ties in with Guinness's global "Made of More" campaign. That initiative has generated some memorable advertising, including a short film from AMV BBDO about the Society of Elegant Persons of the Congo, better known as the Sapeurs. That campaign won seven Lions this year at Cannes.
"Made of Black" takes a multimedia approach that includes lots of video, social outreach by Fuse OGD and other stars sharing their personal stories, along with hand-painted print ads by Dan Funderburgh and Steve Caldwell.
The centerpiece, however, is the stirring launch spot, directed by Sam Brown via Rogue Films. It fuses elements from different time periods, combining tribal beats and imagery with jazz-age choreography and more modern trappings like a wall of video screens and cutting-edge visual effects. The approach suggests a dynamic cultural heritage powering a self-assured drive toward the future.
CREDITS
Client: Guinness Africa
Agency: AMV BBDO, London
Creative Director: Mike Schalit
Creatives: Mike Sutherland, Antony Nelson
Production Company: Rogue Films
Director: Sam Brown
Postproduction: The Mill
Editorial: Final Cut
Editor: Amanda James