Cannes Lions
AMVBBDO, London / DIAGEO / 2016
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This film tells the inspirational story of Ashwin Willemse, who escaped ganglife to find redemption through rugby, eventually representing his country in the Rugby World Cup. Ashwin makes a clear distinction between gang members who left him for dead, and teammates who always supported him – true to the spirit of rugby. His story epitomises the Guinness positioning ‘Made of More’ which is true of him, but also of his teammates.
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