Brand thematic campaign offers a brand good value if it is not a one-off exercise.

Several brand campaigns are unsustainable but that cannot be said of ‘Made of Black’, driven by Guinness Nigeria for its premium dark beer brand, Guinness Extra Stout.

To ensure the campaign resonates among the relevant publics, the brand has chosen three faces in the Nigerian music industry – Phyno (incumbent), Olamide and Eva (new entrants) – to drive it going forward.

Guinness Portfolio Marketing Manager, Liz Ashdown, said Made of Black is more than an ad campaign, it is a movement; about the people making bold choices, those who ask ‘why not…’

“Those doing things their way and carving out a path for themselves,” she stressed.

“This year, we turn the camera around and focus on the real made of black heroes in all walks of life across Nigeria, starting with our very own brand ambassadors.

“We showed Nigeria made of black and now we will make you part of it by taking #madeofblack to the street and to the bars.”

Guinness believes that Olamide, Phyno, and Eva have made a positive impact on the #madeofblack movement and wants to make them an even more pivotal part of the next phase. “Phyno is #madeofblack, because he dared to be different, standing up to pursue what he believed in; his dream and not wavering till he got it. Phyno went where many could not succeed and has made immense impact in the music entertainment industry.

“Eva believes that women can achieve anything they set their minds to and she has demonstrated this by treading a path previously believed to be reserved for men.

“Eva is driven by her passion to be heard. She dared to challenge the norm, and she is truly #madeofblack.

“Olamide is a bona-fide game changer. This he has demonstrated not only in his style of music but in the utter dexterity with which he delivers his lines and the passion with which he pursues his career.

“You can see and feel the raw energy when he does what he is passionate about and it is that passion we celebrate today. Olamide is definitely #madeofblack.”