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Guinness Campaign: Made of Black

David Gianatasio | ADWEEK   in 
September 7, 2014

Guinness’s provocatively themed “Made of Black” campaign links the color of its beer to the vibrant spirit of young Africans.

AMV BBDO in London, working with BBDO offices in Africa, launched the pan-African push last week with a five-hour takeover of MTV Base. That programming featured the debut of the two-minute spot below starring local artists and performers in a dazzling montage of dance, performance art and surreal set pieces—propelled by the insistent groove of Kanye West’s “Black Skinhead.”

“This campaign is a celebration of an attitude that epitomizes individuals who aren’t afraid to truly express themselves,” says Mark Sandys, the client’s global brand director. “With #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.”

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