Young Africans are proud, confident and optimistic. They don’t want to witness culture inspired by looking West, they want to create it together for themselves (based on our extensive research).
In response to this, Guinness created a platform for local talent to illuminate the continent with their creativity and self-expression.
The ‘Guinness Bright House’ is about fusing creativity and socialising. A space where people come together to do their thing. It is a hub for connecting and energising each other with creativity, and inspiration.
It is a true manifestation of the energy and vibrancy of Guinness Foreign Extra Stout.
Business problem – Guinness Africa was seen as lacking meaning and emotional connection, with its brand and liquid, for its key target audience 18-34s.
The brand had developed a new brand campaign platform, Black Shines Brightest. This is about inspiring people to take on the opportunities in front of them with shared optimism, creativity and self-confidence.
How do we turn the rallying cry for Guinness Africa into tangible, meaningful actions, so people can actually live and believe in Black Shines Brightest, and not see it as just another campaign, whilst also enticing them to reappraise our beer?
Young Africans, proud and confident, don’t want to just witness culture that’s inspired by looking West, they want to look to each other and get involved in creating it for themselves. Opportunity – Provide a platform for local talent to illuminate the continent with their unique creativity and self-expression