Diageo, owner of the Guinness brand, has unveiled its latest advertising campaign, a riotous blast of colour which aims to illuminate the inky drink on the dark continent.
#madeofblack is part of the global Made of More campaign which aims to celebrate African’s personality and eclecticism and premiered during a four hour takeover of MTV Base.
Conceived by AMVBBDO in London with BBDO offices in Africa, the run will continue to develop over the coming weeks by drawing on the flair of African performers, artists and other creatives.
They will be encouraged to share their own #madeofblack stories via a social media selfie programme in which famous faces ask ‘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. 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.”