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Sapeurs – New GUINNESS Advert (2014)

Guinness: Sapeurs ad

Guinness Celebrates The Sapeurs

January 13, 2014 In their latest ad, Guinness celebrates the Sapeurs, the Congolese Society of Atmosphere Setters and Elegant People. The stylish spot showcases ordinary men with an extraordinary sense of fashion to demonstrate that, while you cannot always choose what you do, you can always choose who you are. Shot in Durban with Stillking, it’s beautifully directed by MJZ’s Nicolai Fugsig for AMV BBDO and conceptualised by two expat South Africans: art director Nadja Lossgott and copywriter Nicholas Hulley.

There’s also a short documentary, which was shot in Congo-Brazzaville.

Sapeurs – A Short Documentary by GUINNESS (2014)

UPDATE: The spot won Gold at The British Arrow Awards, while the five-minute documentary that accompanies it won Silver.

Kevin Kriedemann
 

KEVIN KRIEDEMANN

I am a Cape Town-based writer, publicist, digital marketer and website designer, specialising in the African commercials industry. Clients include Loeries Grand Prix winners Egg Films, Frieze Films and Platypus Productions, as well as the likes of Fly On The Wall, Refinery and Searle Street Post. Previously I edited The Callsheet and The Filmmakers Guide to South Africa and curated MyVideo's Awesome Advertising section.
 
               
 
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