Diageo, Premium Alcoholic beverage producer and parent company of Guinness Nigeria Plc has unveiled the Guinness Africa Made of More Programme. The programme is a Pan-African search for the most talented African filmmaker for the production of a global TV commercial for the Guinness brand.
Theme of the competition is Guinness Made of More and it is open to anyone who is passionate about film making. It underscores Diageo’s pioneering approach to marketing and its belief that some of the richest and untapped creative talent resides in Africa and that talent should be celebrated the world over.
Commenting on the programme, Seni Adetu, Managing Director of Guinness Nigeria Plc., said, “We are proud to be a part of this landmark project and wish all the contenders the very best as they showcase the rich and unique creativity of the African Continent and make us all proud.” Guinness will fund the winning film to run on Pan-African TV, showcasing the winning filmmaker’s work as well as bringing the winner back to Cannes Lions in 2014 giving them a global stage.
On his part, Austin Ufomba, Director, Marketing and Innovation of Guinness Nigeria said the programme will take place over the next 12 months, during which Diageo will provide mentoring, educational tools and inspiration to encourage young creative talent to bring to life the Guinness Made of More campaign and show through film what it means to them.
Speaking further on the programme, Ufomba said “We believe that Africa, especially Nigeria can inspire brilliant creativity and with this project we are simply providing a platform to showcase that. We feel that this Guinness project can actively help give African creativity and talent the global stage it deserves. I sincerely believe that Guinness will be back from Cannes in 2014 with an award-winning film from Africa!”
Fifteen film makers were selected from several countries across Africa including Nigeria, South Africa, Ghana, Kenya and Tanzania and they will showcase the Guinness Made of More theme through compelling stories told in an exciting and interesting way. Grants and bursaries will also be offered to help create a viable platform for filmmakers to start their productions.
Ultimately, the project will create opportunities to document how people across the continent set out to find and tell the story of what makes themselves, their community, town, region, country or continent ‘Made of More’.
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