Agency: AMV BBDO
Client: Guinness
Date: Mar 2018
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Inspiring stories highlight a new campaign for Guinness featuring Africans who have overcome adversities, such as lost limbs and being the only woman in a male dominated sport, to thrive in sport and life.

‘Made of Black’ by AMV BBDO tells four unique stories that celebrate individuals who are showing unexpected character in the world of football and inspiring those around them. Each film features a true story and cover issues such as gender stereotyping and overcoming disabilities.

At the end of each film, the featured storyteller links the obstacles they have overcome and the achievements they have had to being ‘Made of Black’ – a connection to the Guinness ‘Made of More’ platform which tells stories of how unexpected character, in people and beer, enrich the world around us.


Client: Diageo

Graham Villiers-Tuthill: Marketing Director, Guinness Africa

Jessica Lace: Content Creation Manager

Orla Nagle: Global Influencer, Advocacy & Sponsorships Manager

Nicola Sargent: Planning Manager

Agency: AMV BBDO

ECDs: Mike Schalit, Alex Grieve & Adrian Rossi

Creative Directors: Andy Clough & Richard McGrann

Copywriters: Richard McGrann & Andy Clough & Robert Wilkins & Leo Maguire

Art Director: Andy Clough

Agency Planners: David Edwards & Tom Claridge

Agency Account Management: Michael Pring, Samantha Morgan & Tom Lawson

Agency Producer: Miles Nathan, Charlie Thacker & Yvonne Clayton

Media Agency: Carat

Media Planners: Graham Deneys & Jenna Kreft

Production Company: Stink Films

Director: Robert Wilkins & Leo Maguire (Wilkins & Maguire)

Executive Producer: Jon Chads

Producer: Paz Parasmand

Director of Photography: James Laxton

Steadicam: Chris Vermaak

1st AC: Tim Allan

Audio Post-production: 750 MPH

Online Post-Productions: The Mill

Editor: Peter Norrey

Editing Company: Cut and Run

Editor: Sam Jones @ Cut & Run

Colourist: Alex Bickel @ Color Collective

Service Company Africa: Ginger Ink