In early 2014, Guinness launched a ‘fresh’ new campaign highlighting some of the most extraordinary men of the Congo. Their full name is the Society of Elegant Persons of the Congo, however, they are less formally know as The Sapeurs.
The campaign’s tagline is “Made Of More”, which could not more closely relate to these individuals. Most of these men hold blue collar jobs in the Republic of Congo, which has had great struggles with peace throughout it’s history. Though despite the hardships these men face, they have adopted a unique motto; defy circumstance and live with joie de vivre. They respect other, are polite, not vulgar and strive for peace. One member of The Sapeurs stated, “I do not see how a person who is well-dress, as a Sapeurs, could be violent”.
Although they are iconic to the eye, what truly sets them apart is their character. A strong point for the individuals and the brand.
To see the full television commercial visit Ads Of The World and take a closer look at ‘The Men Inside the Suits’.