Client: Asahi Premium Beverages General Manager, Marketing: Kate Dowd Woodstock Brand Manager: Kelly Jones
Creative: CumminsRoss Chief Executive Officer: Sean Cummins Executive Creative Director: Jason Ross Copywriter: Chris Ellis Art Director: Aaron Lipson Managing Director: Chris Jeffares Group Account Director: Hayden Isaacs Account Director: Damiano Dipietro Account Manager: Jessica Chamberlain Agency Producer: Susannah George
Media: CumminsRoss Chief Media & Innovation Officer: Kirsty Muddle Media Manager: Tom Johnson
Production: Guilty Production company Producer: Jason Byrne Director: Tony Rogers DOP: Shelley Farthing-Dawe Post: The Butchery / The Refinery Offline Editor: Tim Parrington Online Editor: Eugene Richards Grade: Vincent Taylor Sound Design: Flagstaff Studios Sound: Paul Le Couteur Stills Photographer: Christopher Tovo
GUINNESS’ new ad features the ‘society of elegant persons of the Congo’ otherwise known as the ‘Sapeurs’, a group of everyday heroes from Brazzaville, Republic of the Congo. In this ad, 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.