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Work
Made of Black

Made of Black

Guinness

By showcasing the diversity, creativity and confidence of young Africans, we connected Guinness with the vanguard of African youth culture.

The results

125K social engagements across channels

The challenge

Change the way young Africans see Guinness

Guinness has long been an iconic brand in Africa, but Africa as we know it is changing. The youth are switched on; changing their governments and changing their lives. They are the renaissance generation that Guinness needs to connect with.

The solution

Ignite a cultural movement

Using the simple mantra, Made of Black, we chose 22 influential Africans to tell us what they're made of and then flipped the question to the public using every channel possible.
Sharing these ideas on madeofblack.com, we finally brought Black Hour to MTV and showcased the best of our user-generated content during a first-ever, two-hour continent-wide takeover.

We took over MTV for the first time in the channel's history

We took over MTV for the first time in the channel's history