After last evening Live Squared's class about content marketing, I believe that this campaign portraits an heroe content throughout the 'Sappeurs'. They entertain and inspire with their emotional and energetic personalities.
Guinness's campaign links this energy and enthusiasm of the African youth with the originality of the beer.
One of the aims of this campaign is also to engage the African youth with personal stories that could be seen at the end of the ad. These stories relates the audience to the brand because become close to their daily life, as a black beer is not the most famous in that continent (mostly in Nigeria). Each character in the ad has their own video, explaining their own personal style, originality, what it made them special, their believes, their life's attitude, etc, trying to appeal and attract their peers.
#MadeofBlack
Adweek
Guinness's campaign links this energy and enthusiasm of the African youth with the originality of the beer.
One of the aims of this campaign is also to engage the African youth with personal stories that could be seen at the end of the ad. These stories relates the audience to the brand because become close to their daily life, as a black beer is not the most famous in that continent (mostly in Nigeria). Each character in the ad has their own video, explaining their own personal style, originality, what it made them special, their believes, their life's attitude, etc, trying to appeal and attract their peers.
#MadeofBlack
Adweek
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