Soccer Helps Africans Overcome Adversity in Guinness 'Made of Black' Ads

Campaign Supports Sponsorship of English Premier League Soccer on African TV

Published On
Mar 05, 2018

Editor's Pick

Guinness is continuing its Africa-focused "Made of Black" campaign with a series of beautiful films that focus around soccer, and how the game has helped individuals in Africa to overcome adversity.

The campaign, which supports the brand's sponsorship of sub-Saharan Africa TV network DSTV's coverage of English Premier League soccer, includes a film seen here, in which a disabled man named Goodluck, from Nigeria, tells how his love of soccer helped to find love, friendship and happiness, despite losing his leg. (In one very compelling scene, he goes swimming in the sea with a group of disabled friends, all in black swimming shorts.)

Another film features Tabitha, a Kenyan, recounting how after her husband's death she become a professional referee, despite overwhelming social pressures. Elsewhere, Gaelle from Cameroon explains how she found international success in women's soccer and Wisdom from Ghana reveals how, despite suddenly going blind, he still pursued his passion for soccer and found a new lease of life through his team.

Created by AMV BBDO, the four films were directed by Wilkins & Maguire at production company Stink. James Laxton and Alex Bickel, who both worked on "Moonlight," were director of photography and colorist respectively. Wilkins & Maguire commented in a statement: "The challenge with these films was to compress the life journey of these individuals into a small and powerful narrative. Finding their transformation moment was the key; the moment they are no longer victims, but heroes."

The campaign will run for 12 months across DSTV; YouTube internationally; Facebook nationally; and local TV stations across Africa.

Credits

Date
Mar 05, 2018
Brand:
Guinness
Client:
Guinness
Agency:
AMV BBDO
Marketing Director, Guinness Africa:
Graham Villiers-Tuthill
Content Creation Manager:
Jessica Lace
Global Influencer, Advocacy and Sponsorships Manager:
Orla Nagle
Planning Manager:
Nicola Sargent
Executive Creative Director:
Mike Schalit
Executive Creative Director:
Alex Grieve
Executive Creative Director:
Adrian Rossi
Creative Director:
Andy Clough
Creative Director:
Richard McGrann
Copywriter:
Richard McGrann
Copywriter:
Andy Clough
Copywriter:
Robert Wilkins
Copywriter:
Leo Maguire
Art Director:
Andy Clough
Agency Planner:
David Edwards
Agency Planner:
Tom Claridge
Agency Account Management:
Michael Pring
Agency Account Management:
Samantha Morgan
Agency Account Management:
Tom Lawson
Agency Producer:
Miles Nathan
Agency Producer:
Charlie Thacker
Agency Producer:
Yvonne Clayton
Media Planner:
Graham Deneys
Media Planner:
Jenna Kreft
Production Company:
Stink Films
Director:
Robert Wilkins
Director:
Leo Maguire
Executive Producer:
Jon Chads
Producer:
Paz Parasmand
Director, Photography:
James Laxton
Steadicam:
Chris Vermaak
1st Assistant Camera:
Tim Allan
Audio Post Production:
750 MPH
Online Post Production:
The Mill
Editor:
Peter Norrey
Editing Company:
Cut + Run
Editor:
Sam Jones
Colorist:
Alex Bickel
Color:
Color Collective
Service Company Africa:
Ginger Ink

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