New Guinness film ‘Sapeurs’ from AMV/BBDO likely to blast its way into the awards books

Here’s a veritable schwerpunkt of an ad, ‘Sapeurs,’ from AMV/BBDO, the latest in its acclaimed ‘Made of More’ campaign for Guinness.

My colleague Giles Keeble advised us to keep an eye on this campaign in 2014 and, as ever, he was clearly right.

It’s very brave to set an ad in the Congo, given the current (and seemingly endemic) conflicts elsewhere in the heart of Africa – maybe the seven per cent brew available out there helped.

A ‘sapeur’ is a member of a Congolese sartorial sub-culture, it seems. Well these old boys certainly look the part – they could be from Memphis. Wherein lies a connection, of course.

The copywriter was Nicholas Hulley and the art director Nadja Lossgott. The film was directed by Nicolai Fugslig for MJZ.

One for the awards juries to mull over, methinks.