ABOUT

Much of Africa is ultra-passionate about football - particularly the English Premier League. Guinness had a presence in Africa, but it was stagnating - people didn't know what the brand stood for, and it was an expensive drink. The client had already committed to a multi-million pound investment in a phone-based fantasy football game and TV show – but needed a supporting campaign.
Based on the brand line that Guinness is 'Made of More', we positioned the drink as an aspirational product, whilst setting our campaign in the world of football - with an inspirational thought that you can be the boss if you're 'made of more'. The TV ads and associated campaign comms successfully gave Guinness an identity and relevance, transforming its brand image and sales.