Guinness has long been one of the preferred beverages of choice across Africa and now the drinks brand has chosen to capitalise on that fact with its new ‘Made of Black’ campaign.
Building on the ‘Made of More’ strapline frequently employed in its adverts, Guinness Africa has recruited musicians like Fuse ODG and Phyno to spread the world via social media. This comes after Guinness Africa took after MTV Base Africa for four hours and debuted a stunning visual to back the campaign.
Directed by Sam Brown through Rogue Films, the ad is set to the sounds of Kanye West’s ‘Black Skinhead’ and declares that “Black is not a color,” but rather that it is a “mindset” and an “attitude.” Guinness Africa aim to shine a light on a new generation of Africans who are “fuelling a new, progressive spirit of Africa.”
As part of the campaign, people will be encouraged to share their own #madeofblack stories via a social media program that will ask them to share selfies, while answering the question “What are you made of?”
Check of the video here!
