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TV/Cinema/Online Film - Music & Sound
Use of Licensed Music

Silver Winner

Entrant: AMVBBDO, London/BBDO Africa

Guinness
"Made of Black"

Corporate Name of Client: Diageo Guinness
Advertising Agency: AMVBBDO, London/BBDO Africa
Creative Director: Mike Schalit
Copywriter: Mike Sutherland
Art Director: Ant Nelson
Agency Producers: Nick Godden/Holly Pienaar
Production Company: Rogue Films
Director: Sam Brown
Producer: James Howland
Director of Photography: Franz Lustig
Post-Production Company: The Mill
Editing Facility: Final Cut
Editor: Amanda James
Sound Design Company: Wave
Sound Designers: Aaron Reynolds/James Radford
Audio Engineer: Aaron Reynolds
Music Production Company: Radford Music, London
Music Performed By: Kanye West
Song Title: Black Skinhead
Music Supervisor: James Radford

Description of the Project:
The ‘Made of Black’ tagline aims to assert Guinness’ uniqueness as a black beer.  The idea behind the campaign is to celebrate the confidence and attitude that Guinness shares with the people who drink it, an attitude that we’ve called ‘Black’.  ‘Made of Black’ is not about colour, its focus is on celebrating those that exhibit this Black attitude.