Guinness and London agency AMV BBDO found the subculture that aligns perfectly with classics stout brand. The "Sapeurs" in Congo. They may be factory workers, taxi drivers or physical labourers by day, but after a shower and a careful selection of outfit, they're the best dressed men in town. Guinness dedicated part of their website to and made a short documentary on the Sapeurs, and watching them show off their threads as well as their moves on the dance floor, I want to buy every single one of them a well deserved pint.
"They have a simple philosophy: to defy circumstance and live with joie de vivre," explains the narrator in Guinness's "Sapeurs: a Short Documentary." They also have style that takes time to accomplish, just like the good stout that needs a moment to rest before you can drink it. The sapeurs transform into social butterflies by the end of the workweek, where every item they have is is elegant and they are king of their hill.
Client: Guinness
Marketing Director for Guinness (Western Europe) at Diageo: Stephen O'Kelly:
Creative Agency: AMV BBDO, London
Executive Creative Director: Dave Buchanan
Copywriter: Nicholas Hulley
Art Director: Nadja Lossgott
Agency Planner: Tom White, Steve Hopkins, Rory Gallery
Agency Account Management Team: Michael Pring, Tom Bedwell, Amber Glenister, Laura Balfour, Giulia Watson, Oliver Short
Senior Producer, TV Commercial: Sara Flood
Senior Producer, Documentary: Yvonne Clayton
Production Assistant: Jessica Tranfield
Media Agency: Carat
Media Planner: Matthew Jacobs (Associate Director), Chris Kelly (Comms Planning Manager) Production Company, TV Commercial: MJZ
Production Company, Documentary: Stillking
Director, TV Commercial: Nicolai Fuglsig
Director, Documentary: Hector Mediavilla
Production Co. Producer, TV Commercial: Suza Horvat at MJZ
Editor, TV Commercial: Rick Russell at Final Cut
Editor, Documentary: Russ Clapham
Post-production Company: The Mill Audio
Post-production: Wave
Offline Editing Company: Final Cut
Soundtrack, TV commercial: "What Makes a Good Man" by The Heavy
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