Guinness is a black drink. But to launch across Africa with a campaign boldly taglined "Made of Black," is still perhaps a daring move.

The campaign, which launched last night via a four hour takeover of MTV Base was conceived by Abbott Mead Vickers BBDO in London together with BBDO offices in Africa. It includes a TV commercial, directed by Sam Brown through Rogue Films, featuring African performers, artists and creatives expressing what Guinness calls "their own #madeofblack story" -- set to Kanye West's throbbing "Blkkk Skkkn Head" track.

The ad declares "Black is not a color," and goes to to state that black is a "mindset" and an "attitude." In a statement, the brand says the ad shines a light on a new generation of Africans who are" fuelling a new, progressive spirit of Africa."

The wider campaign will also include appearances by Fuse ODG, a British music star of Ghanaian descent, alongside the cast of the TV commercial and others sharing their own #madeofblack stories via a social media program that will ask consumers to share selfies, asking "What are you made of?" Digital, outdoor, radio and print advertising will feature a series of hand-painted designs (by Brooklyn-based illustrator Dan Funderburgh and UK-based artist and portrait painter Steve Caldwell) of some of the campaign's ambassadors, with quotes stating how they are "#madeofblack."