Agency: AMV BBDO
Client: Guinness
Date: Sep 2017
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Diageo’s Guinness continues to cause waves with its Made of More campaign, now telling the story of an eccentric group of men who raise and ride horses in Compton, LA.

The 90 second ad debuted on UK TV Monday 18 September and told the tale of a group of men who turned their back on the area’s much publicised gang violence to raise horses.

Due to an outdated legislative decree, there are around 50 small ranches in the built-up area, where the horses are reared, having been saved from the slaughterhouse.


Creative agency: AMV BBDO

Executive creative directors: Alex Grieve and Adrian Rossi

Creative directors: Steve Jones, Martin Loraine

Copywriter: Martin Loraine

Art director: Steve Jones

Social creatives: Julia Merino, Scarlett Montanero

Agency planner: David Edwards, Lisa Stoney

Agency account man: Michael Pring, Tessa Brisbane, Sam Ayre, Luke Hickey

Agency producer: Anita Sasdy, Frankie Burwell-Wright

Social and digital producer: Jamie Webber

Media agency: Carat

Media planner: Dina Rogozhina

Production company: Smuggler

Director: Henry Alex Rubin

Director of photography: Grieg Fraser

Content director: Harrison Schaaf

Stills photographer: Stefan Kocev

Production co. executive producer: Chris Barrett/Fergus Brown

Production co. producer: Molly Pope

Editor: Kyle Valenta @ Cartel

Post-production company: The Mill

Audio post-production: 750