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