You can’t always choose what you do, but you can always choose who you are.

Client: Guinness
Agency: AMV BBDO

The latest installment of Guinness’s “Made of More” campaign, a celebration of people with character, takes the brand to Brazzaville, the capital of the Republic of Congo, in celebration of the Society of Elegant Persons of the Congo, or “Sapeurs.”

Members of the society, a real group of men united by their love of style, an aspirational attitude underpinned by a strong moral code, and a desire to inspire others by example, feature in the ad and an accompanying online documentary created by agency AMV BBDO.

As “Sapeurs” unfolds, viewers are taken on an emotional journey starting in Congo’s sugar cane fields which then depicts the men’s transformation as they change clothes and get ready for a night out with their friends in a local bar.

Source: fastcocreate – http://bit.ly/1hoflCo

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This entry was published on January 14, 2014 at 10:50 pm. It’s filed under TV, Web and tagged , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

One thought on “You can’t always choose what you do, but you can always choose who you are.

  1. Pingback: #MondayAd @GuinnessCanada: Sapeurs. feat. The Society of Elegant Persons of the Congo otherwise known as the Sapeurs | DUC C. NGUYÊN BLOG

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