AMV BBDO & Guinness' Iconic Congo Campaign

On Monday (13 January) Guinness launched a new campaign with a spot directed by Nicolai Fuglsig which introduces a unique group of people who use their colourful dress sense as a means of expression to inspire. Shunning violence and conflict in favour of elegance and style, the group of Congolese gentleman make for an interesting case study.

Digging deeper into their lives and what they stand for, above is the supporting documentary helmed by Hector Mediavilla for the 'Made of More' campaign to follow on from the lead spot. Below, the AMV BBDO creative team behind the campaign, Nicholas Hulley (copywriter) and Nadja Lossgott (art director), tell us about the project including what they hope consumers will take from the films, why they opted for two different directors to approch the separate assets and how clothes and colour can be a powerful resource.

How did you find out about the Sapeurs?

They are a subculture that we have known about and admired for a while.

Why do you think it’s a good organisation to associate with Guinness and its consumers?

The Sapeurs embody Guinness' ‘Made of More’ positioning which is about bringing to life stories of ordinary people who make extraordinary choices.  We think Guinness consumers will recognise the universal truth behind The Sapeurs' suits: In life, you can let circumstance define you or you can choose to defy it.

Why did you want to create a documentary for the campaign as well as an ad?

The Sapeurs are real people and while 60 or 90 seconds can tell you the broad story of their lives, there is so much amazing detail that you have to leave out. We wanted to let these extraordinary men speak for themselves and share their experiences and philosophy.

How long did you work with the Sapeurs in creating all the content?

We worked with them for a couple of weeks, but the production as a whole has taken a couple of months.

Why did you choose two different directors for the different forms of film?

The documentary and the commercial were made concurrently. We chose Nicolai for obvious reasons. He is an amazing filmmaker, has an incredible eye and most importantly he is brilliant at taking you on a full emotional journey in 60 or 90 seconds. We chose Hector for his in-depth knowledge of the Sapeurs. He has known them and photographed them for many years and felt that for a long format piece, we'd get an intimate insight into their lives.

How long has the Sapeurs been going?

They have been going since the '70s. They ceased their activities when the civil war started in 1997 and did not reinitiate the society until 2002.

What do you think/hope Guinness drinkers or the general audience will take from the ad and doc?

As we say in the copy, everyone is the master of their own fate. And if these guys can defy their circumstance in Brazzaville it should be an inspiration for the rest of us. But most of all we hope it brings a bit of joy.

Tell us about the importance of the colours and strong imagery in the campaign…

It's all about the colours. It's the contrast between The Sapeurs and their surroundings that is so visually important. In a tough environment their colourful suits are beacons of inspiration for everyone else.

How important do you think dress and appearance is in terms of confidence, freedom and expression?

For the Sapeurs it's obviously incredibly important as it's a way for them to rise above their circumstance. However, there are many ways to express confidence and freedom. We are also making a point that it's not about the suit, it's about the man inside it.

What were the Sapeurs like to work with on the project?

They were fantastic. For people who had never been in front of a film camera, they took to it like pros.

What’s your favourite suit in the campaign?

Some days it's the yellow suit and umbrella. Some days it's the kilt. Some days it's the pink suit. Some days it's the purple and green ensemble with braces.