'There’s a drop of GREATNESS in every man'.
Group Creative Director - Positioning/TV/OOH/Events/Social.
This GUINNESS GREATNESS campaign 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 creative platform for up and coming artists to show their 'Greatness' through music and dance events across Africa.
'Find Greatness' introduced Limited Edition 'GREATNESS GUINNESS' bottles were designed and given away at certain bars in Cape Town and Abuja when consumers used the QR Code on posters. The campaign was then developed by Saatchi & Saatchi offices in Africa, with the work continues to be overseen by Saatchi London.
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.