'There’s a drop of GREATNESS in every man'.
Group Creative Director - TV / OOH / Experiential / Social.
GUINNESS GREATNESS for Guinness Africa was launched through Saatchi & Saatchi London. This multichannel campaign used TV, outdoor, interactive posters and social events to the launch the idea that 'There's a drop of Greatness in every man'.
The 'Sounds of Greatness' was a social and creative platform for up and coming artists to show their 'Greatness' through music and dance events across Africa. It continued to be a success long after the launch of the campaign and was also responsible for launching the careers of new African talent.
OOH posters celebrated new and established people from art, music and sport and were illustrated by and up and coming graphic artist from Nigeria.
The result of the GREATNESS campaign saw Guinness sales increase across Africa by over 19% in the first year. Sales in Nigeria increased by 16% and in East Africa by over 32%. Nigeria overtook Ireland for the first time ever in sales of Guinness.