Diageo unveils Pan African Guinness campaign

Diageo has unveiled a new Pan African campaign, #madeofblack, via a five hour take over on MTV Base.

The drinks giant says more than a year in development, #madeofblack, part of the global Guinness ‘Made of More’ platform, “shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fuelling a new, progressive spirit of Africa”.

A first for Guinness and MTV Base, the five-hour takeover featured #madeofblack stunts, guest appearances from Fuse ODG and Phyno among others, and the premier of the new Guinness #madeofblack commercial.

The commercial, conceived by AMVBBDO London with BBDO offices in Africa, and directed by Sam Brown, is said to feature a compilation of African performers, artists and creatives who are filmed expressing their own #madeofblack story and attitude in their own individual way.

The #madeofblack campaign will continue to develop. Fuse ODG, MOBO award-winning artist, alongside the cast of the TV commercial and a variety of influencers and ambassadors will share their own #madeofblack stories via a social media selfie programme, which will see well known faces asking consumers ‘What are you made of?’

Guinness global brand director, Mark Sandys said: “This campaign is a celebration of an attitude that epitomises individuals who aren’t afraid to truly express themselves. 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 follows the recent global launch of the new look Guinness Foreign Extra Stout bottle and will be supported by strategic digital, outdoor, radio and print advertising, which comprises a series of hand painted, impactful designs of key #madeofblack ambassadors sharing how they are #madeofblack.