The Guinness Africa film features some of the most exciting and dynamic talent Africa has to offer. From artists to dancers, models to ‘out of this world’ looking bikers. It showcases anybody and everybody who exudes the attitude and spirit of ‘black’. The film is shot in a music video style and is set to Kanye West’s anthemic ‘Black Skinhead’ track. A series of manifesto style statements also appear throughout the film, flashing up in a propaganda style fashion.

The Guinness brand is viewed very differently in Africa to the rest of the world. People don’t think of the brand as being from Ireland. For them, it’s an African beer that people have been drinking there since 1827. However, the perception of being a traditional African brand was damaging sales. Guinness was seen as being dated, something your dad would drink.

We needed to appeal to a new generation of Africans.

A generation that is creating a massive cultural shift in Africa. Whereas previous generations aspired to have more traditional jobs, Gen-Y Africans are full of ambition, creativity and drive.

‘Made of Black’ was the campaign idea for Guinness Africa. We needed a piece of music that not only helped enforce the idea, but also suited the style of the film which was bold, brash and ‘in-your-face’.

It was a no brainer, we licensed Kanye West’s ‘Black Skinhead’.