Bheer Hugz, Ikeja City Mall, Lagos was the place to be on Tuesday as rap sensations, Olamide, Phyno and Eva thrilled guests at the launch of the made of black campaign. At the unique event, guests took to the dancing floor to outdo each other, digging it to the rhythm of the beats.

The following day, it was a total take over on popular cable channel, MTV Base as celebrities signed up by Guinness stormed the studios to show they were made of black. The musicians were all also part of the dramatic new 45 seconds commercial for the campaign, which also featured American music star, Kanye West.

Speaking at the launch, Mr. Seni Adetu, Managing Director/Chief Executive Officer, Guinness Nigeria Plc, explained the idea behind the made of black campaign. “#madeofblack is part of the global Guinness Made of More campaign. Guinness embodies the mindset of Nigerians who are not afraid to express themselves and who are carving their own path in life. It is an iconic beer that has the darkest liquid, but the brightest flavours. A beer that has lived in the hearts and minds of millions in Africa and across the world for over 250 years, Guinness has always had the authenticity, boldness and vision to do things differently,” Adetu said.

In the new Guinness made of black commercial, Phyno joined by Olamide and Eva expressed why black is more than just a colour. The cast told their #madeofblack stories in short ‘Selfie’ videos available online. Viewing and listening to their experiences, consumers will also be encouraged to tell their own stories about what they are made of and what makes them ‘special’ as individuals.

A“Guinness is celebrating individuals across Nigeria who share the #madeofblack attitude. We are asking real people who have a boldness that cannot be contained, to join the movement and tell us what they are made of at www.madeofblack.com.  I am made of passion, I am #madeofblack, what are you made of? Share the attitude. Leave your mark,” Phyno challenged.

Espousing the enthusiasm behind the campaign, Ms. Tayo Salami, Head, Consumer Planning and Research, Guinness Nigeria Plc, stated that “the #madeofblack campaign will showcase a cross section of real people and the true stories behind them. The creative ones, the entrepreneurs, the dancers, the singers, the artists, the dreamers and the doers; people united by their shared attitude.”

She further noted that “madeofblack is not about the black colour, it is, rather, an attitude that epitomises the individuals who are not afraid to express themselves. Guinness is an iconic beer that is not afraid to express itself either and only Guinness has the heritage, quality and uniqueness to bring this madeofblack campaign to Nigeria. However, as our consumers get on board this unique experience, we encourage them to always drink responsibly and not to drink and drive.”