The provocative Made of Black campaign links the colour of Guinness to the vibrant spirit of young Africans. AMV BBDO in London worked with Network BBDO in Johannesburg to kick off the pan-African push with a five-hour takeover of the music channel MTV Base. The centrepiece was the stirring launch spot, directed by Sam Brown via Rogue Films. It fuses elements from different time periods, blending tribal beats and imagery with Jazz Age choreography and modern trappings like a video wall and cutting-edge visual effects. The approach suggests a dynamic cultural heritage powering a self-assured drive toward the future.
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