Diageo unveiled a bold new Pan African campaign, #madeofblack, via a four hour take over on MTV Base. Over a year in development, #madeofblack, part of the global GUINNESS® Made of More™ platform, shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fuelling a new, progressive spirit of Africa. A first for GUINNESS and MTV Base, the four-hour takeover featured #madeofblack stunts, guest appearances from Fuse ODG and Phyno amongst others, and the premier of the new GUINNESS #madeofblack commercial. The #madeofblack campaign was conceived by AMVBBDO in London with BBDO offices in Africa.
Creative Director: Mike Schalit
Production Company: Rogue Films
Director: Sam Brown
Film advertisement created by BBDO, United Kingdom for Guinness, within the category: Alcoholic Drinks.
Copywriter: Mike Sutherland
Art Director: Antony Nelson
Agency Planners: Alex Lewis, Tim Whirledge
Agency Account Man: Michael Pring, Gau Narayanan, Jonny White, Rob Ronayne, Harriet Pinnington
Agency Producers: Nick Godden, Holly Pienaar
Media Agency: Carat
Production Co. Producer: James Howland
Post-production Company: The Mill
Audio Post-production: Wave