Guinness: Made of Black
Tim Whirledge, Alex Lewis and Lilian Sor
Campaign details
Client: GuinnessAgency: AMVBBDOBrand: Diageo
Summary
This is a paper about making a bold choice. It's a paper about how Guinness saw beyond colour, to expose the power in what being black means in Africa and reinvent the brand for a new generation of drinkers. This is also a tale of strategy influencing the execution, to make sure we didn't just say we were black, but demonstrated it too.
The black stuff in Africa. The original 'Glocal'
Our story begins back in the...