THE STRIP

MADE OF BLACK CAMPAIGN CASE STUDY

Ofureh! Abhulimhen

BACKGROUND

This year Guinness unleashed a provocative theme "Made of Black" campaign which was well crafted to link the color of its beer to the vibrant spirit of young

Africans.

With their already placed new product look in bars and shops, they release this Captivating campaign months with heavy collaborations with debut of the two-minute spot starring over 20 local artists and performers in a dazzling montage

of dance and performance art; propelled by the insistent groove of Kanye West's "Black Skinhead.“

"Made of Black" ties in with Guinness's global "Made of More" campaign

A VIRAL VIDEO

Twitter #madeofblack

what are you made of?

HOW DID THESE GO ALL VIRAL?

THEY TAPED INTO TRENDS “CULTURAL CODES”

“This campaign is a celebration of an attitude that

epitomizes individuals who aren't afraid to truly express

themselves….With #MadeOfBlack, we will provide a stage

for those who are an inspiration to others, as they carve

their own path with confidence, flair and boldness“ Mark

Sandys, Diageo global brand director.

TODAY’S AFRICAN AUDIENCE

(CONSUMER CODES)FINDING A DEEP SELF IDENTITY 'Black is not a color': Has become an anthem for young Africans.

FABA

VISIBILITY (to be seen &

heard)

REDEMPTION

A trend-For Africa by African; indicating the deep need to express them selves in the face of global-cape as

unique.

Its bigger than a Juvenile delinquency as brands taking advantage of social media. Its

two things; the Target audience live there mostly and they crave for visibility

All these geared towards buttressing their desire to see the Image of their countries redeemed from the negative shadow that has plagued our continent

INFLUENCES A smart choice of Well Celebrated Local Artists and Popular Kanye West Song; that spur up

conversations and self announcement

Employing the use of high quality production of Art

expressions; Dance, Music and Stars’ personal Stories as a

channel to pass their message across, which is the very thing that they crave for…. What’s

the next new video or big thing on YouTube?

No wonder it Flowed effortlessly into the heart of

their audience

CONSUMERS’ SPEAK “I don’t drink Stout personally but honestly after watching this, all I want is a bottle in my fridge”

“Omo! These guys just made me proud to be Black”

“Who said we couldn’t be classy on a global scale. Hey! Come watch our #MOB videos we the best”

• “I loved it! I tweeted and made my spoof video even if am a white guy it made me feel amazing as an individual I am as unique too”

“everyone was talking about the trend, so I went to check it out and soon I got a hang over the craze… its amazing being real and an African” “#madeofblack spoke to me and my guys no

be small, them all talking black! lol”

“I drink my stout with a deeper excitement of …..i be correct African man (laughs)”

Much more than just selling…

What are other local brands waiting for? Consumers need more deep messages not just ad for ad sake.

Lastly, to those who think African audience aren’t smart, please do think twice….

The sad note to this successful campaign, is that it took a foreign advertising agency BBDO to pull this off in Africa and not our indigenous ad agencies…..

Now, what are you made of?

• T:INK