Guinness launches new Africa campaign

The new Guinness Africa campaign #madeofblack reinforces the brand positioning – “Made of More”.

Guinness have launched a new multimedia advertising campaign via a television commercial which looks at Africa from the perspective of a new generation of African artists and performers.

The campaign was launched in conjunction with MTV Base via a five-hour takeover.

The commercial, a combined effort from AMVBBDO London with BBDO offices in Africa, was shot on location and directed by Sam Brown.

The advert is intended to build and develop over coming weeks through an intense social media programme featuring various brand ambassadors asking consumers: “What are you made of?”

Mark Sandys, Global Brand Director, Guinness, commented: “Guinness is an iconic brand, famous for its extraordinary and inimitable marketing and #madeofblack is no different.”

“This campaign is a celebration of an attitude that epitomises individuals who aren’t afraid to truly express themselves,” said Sandys.

“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.”

The new campaign aims to build on the recent launch of a new Guinness foreign Extra Stout bottle.