Guinness creates short film 'The Sapeurs'
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_sapeurs_03.jpg)
15
January, 2014
15th January 2014
Guinness has turned storyteller, with a colour soaked campaign bursting with charm personality and a good dose of fashion.
The latest installment of the brand’s ‘Made of More’ campaign, which aims to showcase inspirational individuals, sees the brand roll out a TV ad and online documentary film featuring a Congolese fashion cult The Sapeurs.
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_Sapeurs_10.jpg)
![](https://theonecentre.com/wp-content/themes/toc/images/video-play-white.png)
Play video
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_Sapeurs_04.jpg)
A 1 minute 40 second advert introduces us to The Sapeurs, otherwise known as the Society of Elegant Persons of the Congo, a group of working class men who are devoted to dressing up in dapper clothing – think bowler hats, cravets, pocket squares and brightly coloured suits.
The documentary ‘The Men Inside The Suits’ presents an insight into the Sapeurs society in Brazzaville and showcases these inspirational individuals.
The Sapeur, whose name is derived from the French slang for dressing with class, are a society of men united by respect, good manners, a peaceful attitude and a belief that “It’s not the cost of the suit that counts, it’s the worth of the man inside it.
“Guinness follows the Sapeurs whose way of life is a testament to the belief of putting more in, to get more out. Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity. This is demonstrated through their love of stylish dressing; but it is not the fabric or cost of the suit that counts, it is the worth of the man inside it.”
Stephen O’Kelly, Guinness marketing director for Western Europe, said: “What we love about the Sapeurs and drew us to them was not only the vibrancy and colour, but at its core, their story is one of dignity and self -expression.
“In the spirit of ‘Made of More’ we wanted to capture the story of a group of men whose integrity and character shone through despite the challenges they face. Dressing well, can symbolise many things, but for the Sapeurs, fine clothes stand for peace, integrity and honour.”
“They are a truly inspiring and unique group of men.”
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_Sapeurs_09.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_Sapeurs_06.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/08/Guinness_Saupers_01.jpg)
Review
Rich with colour, life, pride and creativity, these films are as charming as the men they celebrate.
The raw, thrilling advert is pulsing with attitude. The music choice is excellent and the gravelly, deep voice over perfectly positions this colour-filled explosion of life.
In the advert we follow the journey of men working in Congo’s sugar cane fields through their transformation into The Sapeurs, as they get ready to head out to a local bar. All the while accompanied by the thumping thrilling track ‘What makes a Good Man’ by UK band The Heavy.
The voiceover tells us that “with every brace and every cufflink we say ‘I am the master of my fate. I am the captain of my soul.’”
Yes, this advert is going to win awards. Lots and lots of shiny awards.
The advert is a wonderful piece of entertainment and accompanied by the documentary, Guinness reveals a desire to show depth and add weight to its brand commercial.
‘The Men Inside The Suits’ is a charming and inspiring documentary which provides a glimpse into the life of the Sapeur and the story behind these proud and elegant men.
While it does not go deeply into the politics surrounding this cultural movement, glossing over the years of civil war, which in many ways is a shame there is a sheer defiance in the Sapeur’s defiance of the aggression and violence that have scarred the country’s past and their embrace of the morals.
![](https://theonecentre.com/wp-content/uploads/2017/08/guinness_sapeurs_02.jpg)
A wonderful article in The Telegraph said: “The Sapeurs’ cultivated code of conduct, gentility and sense of propriety is a rejection of the more brutal aspects of Congolese life. When so much of the West’s idea of Africa comes from what we’ve seen in the media, there’s a sense that the Sapeurs are striking out as rainbow-hued, vibrant individuals in a world that’s been painted in broad brushstrokes.”
This is about empowerment and the strength that comes from within, the campaign is underpinned by the idea that “In life you cannot always choose what you do, but you can always choose who you are.”
This is an inspiring message, tied to a remarkable group of people, I cannot fault this, except that I’m not entirely sure why I am getting this message from Guinness?
To my mind this is an unexpected project from Guinness and while it makes for a wonderful surprise, it is a slightly mystifying direction for the brand.
This campaign builds on the ‘Made of More’ campaign, which has previously delivered ads about clouds, which defy their circumstances and drift wherever they wish, A clock which changes time to suit the lives of the people in the town.
The most recent execution featured a group of men playing an intense game of wheelchair basketball, with the reveal that only one of the men is disabled.
The strategy behind ‘Made of More’ is clearly to showcase the ways that things / people/clouds and clocks, can defy their circumstances and inspire and affect others.
The creatives behind the campaign, copywriter Nicholas Hulley and art director Nadja Lossgott, told CoCreate the aim was to “demonstrate Guinness’s brand values such as power, communion, and goodness by finding a powerful human story that would embody both.”
Guinness have certainly nailed that and in the process they have created an outstanding advert and superb piece of branded entertainment. This is an outstanding achievement. But, I’m not sure people outside of the ad industry will remember that the campaign with those well dressed men from Africa, was by Guinness.
The artistry is superb and the strategy is bang on with its intentions, cut-through it will but I wonder if the visceral nature of this ad and the story it tells overtakes the brand.
Is this story too good, too authentic and too entertaining? While the hook is too cerebral and too far from the message we really want from an alcoholic beverage? I worry this campaign could suffer from the “Great ad, but what was it selling?” effect.
Here’s the thing though, it doesn’t stop it being an outstanding ad for me. I love it and I absolutely adore the documentary, if anything I wanted more. I’d happily watch a 30 minute or even an hour long piece to learn the history, how it started, what happened during the war, and more on how the community views the Sapeurs.
Although I suspect as this campaign goes viral, there will be a lot more about these extraordinary men – who incidentally have also appeared in a Solange Knowles film clip, yep you read that right.
Verdict
Guinness have created an extraordinary campaign bursting with colour and life and a fascinating story, that is guaranteed to be a hit.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Technology
10/07
Apple’s extravagant new campus brings brand values to life
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Products
27/06
Transformative Appetite
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Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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![](https://theonecentre.com/wp-content/uploads/2017/07/LGBTtumbnail432x362.jpg)
Lifestyle
7/05
The brands coming out to support the LGBT community
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![](https://theonecentre.com/wp-content/uploads/2017/07/Abstractthumbnail432x362.jpg)
Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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![](https://theonecentre.com/wp-content/uploads/2017/08/TigerBeerthumbnail.jpg)
Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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![](https://theonecentre.com/wp-content/uploads/2016/05/CocaColaWhotel_Thumbnail.jpg)
Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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![](https://theonecentre.com/wp-content/uploads/2017/07/Savethechildrenthumbnail.jpg)
Finance
12/05
Save The Children returns with harrowing refugee film
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![](https://theonecentre.com/wp-content/uploads/2018/04/COS-List-Image.jpg)
Fashion
19/04
COS creates "show-stopping" installation
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![](https://theonecentre.com/wp-content/uploads/2016/03/List-Image.jpg)
Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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![](https://theonecentre.com/wp-content/uploads/2017/08/McdonaldsVR_Thumbnail.jpg)
Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungStore_Thumbnail.jpg)
Technology
23/02
Samsung launches immersive brand experience store
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![](https://theonecentre.com/wp-content/uploads/2017/07/Lobeholdthumbnail.jpg)
Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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![](https://theonecentre.com/wp-content/uploads/2018/04/Burberry-List-Image.jpg)
Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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![](https://theonecentre.com/wp-content/uploads/2017/08/AppleWatch_ListImage.jpg)
Technology
24/08
Apple Watch creates blooming installation at Selfridges
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![](https://theonecentre.com/wp-content/uploads/2017/08/NikeWomensGym_Thumbnail.jpg)
Fashion
17/06
Nike targets women with luxury workout experience
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![](https://theonecentre.com/wp-content/uploads/2018/04/HSBC-Lift-14-List-Image.jpg)
Art & Design
11/06
HSBC soars in stunning elevator film
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![](https://theonecentre.com/wp-content/uploads/2017/08/FourSeasonsThumbnail.jpg)
Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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![](https://theonecentre.com/wp-content/uploads/2017/07/Alexandermcqueenthumbnail.jpg)
Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungVR_Thumbnail3.jpg)
Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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![](https://theonecentre.com/wp-content/uploads/2017/07/conversethumbnail.jpg)
Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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![](https://theonecentre.com/wp-content/uploads/2017/08/Leicathumbnail.jpg)
Fashion
31/10
Leica and Moncler create Monumental exhibition
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![](https://theonecentre.com/wp-content/uploads/2017/07/windmobilethumbnail1.jpg)
Technology
8/09
Wind Mobile celebrates human connections
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![](https://theonecentre.com/wp-content/uploads/2017/08/LegoArchitecture_Thumbnail.jpg)
Products
18/08
Lego targets architects with new product range
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![](https://theonecentre.com/wp-content/uploads/2017/08/GEMoonboot_Thumbnail.jpg)
Products
23/07
GE revives iconic Moon Boot to celebrate role
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![](https://theonecentre.com/wp-content/uploads/2017/08/Nike_Worldcup_ListImage.jpg)
Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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![](https://theonecentre.com/wp-content/uploads/2014/06/LVmuseum_thumbnail2.jpg)
Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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![](https://theonecentre.com/wp-content/uploads/2014/06/gq-barbershop-opens-nyc-2.jpg)
Media & Entertainment
8/06
GQ to groom men with branded barbershop
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![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail-1.jpg)
Transport
4/06
BMW's iconic Art Cars Project launches global tour
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![](https://theonecentre.com/wp-content/uploads/2017/08/ChipotlePackaging_thumbnail.jpg)
Food & Beverage
27/05
Chipotle turns to literature in new project
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![](https://theonecentre.com/wp-content/uploads/2017/08/Cornetto_Films_Thumbnail.jpg)
Food & Beverage
20/05
Cornetto spreads the love with film series
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![](https://theonecentre.com/wp-content/uploads/2017/08/StellaArtoisChallice_Thumbnail.jpg)
Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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![](https://theonecentre.com/wp-content/uploads/2017/08/NRMA_ListImage.jpg)
Finance
25/03
NRMA opens Crashed Car Showroom
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![](https://theonecentre.com/wp-content/uploads/2017/07/DanielIntelthumbnail432x362.jpg)
Technology
24/03
Intel urges audiences to 'look inside' in film series
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![](https://theonecentre.com/wp-content/uploads/2017/07/netaporterthumbnail432x362.jpg)
Fashion
12/03
Net-A-Porter launches glossy print magazine
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![](https://theonecentre.com/wp-content/uploads/2017/07/LegoMoviethumbnail.jpg)
Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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![](https://theonecentre.com/wp-content/uploads/2017/08/DomPerignon_Thumbnail.jpg)
Products
20/12
Dom Perignon and Jeff Koons create art
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![](https://theonecentre.com/wp-content/uploads/2017/07/patagoniathumbnail.jpg)
Fashion
5/12
Patagonia film celebrates the stories we wear
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![](https://theonecentre.com/wp-content/uploads/2017/07/chipotlelistimage.jpg)
Food & Beverage
18/09
Chipotle wages war on Big Food
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnail.jpg)
Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnails432x362.jpg)
Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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![](https://theonecentre.com/wp-content/uploads/2017/08/GEtwowords_Thumbnail.jpg)
Technology
28/06
GE asks Australians for Two Words
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![](https://theonecentre.com/wp-content/uploads/2012/06/CocaColaBeats_Thumbnail.jpg)
Food & Beverage
14/06
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