Guiness’ Made of More campaign started in 2012 by BBDO. Its idea was to say that Guiness drinkers are “made of more” by breaking away from the crowd and opting for a Guiness. This featured TV and print ads, very cleverly executed. Guiness is known for iconic adverts, but their “bring it to life” campaign famously flopped in 2009, so they needed to come back strongly from that. In the first of the series of adverts a cloud separates itself and floats off, reinforcing the campaign message. A few print ads did the rounds too, including a woodpecker recreating the leaning tower of Pisa in a tree, and a spider making an intricate picture of a butterfly in its web. These are effective and clever, but still had no real pop to them. Following the success of the Paralympics, the next offering in the series was an advert depicting a group of wheelchair basketball players during a game; afterwards it’s revealed that only one of the group is actually disabled. Again, this advert was clever and emotive, but it still lacked a real impressive quality. Then, the sapeurs came along. January of this year the latest ad in the campaign was released, which introduced audiences to Sapeurs. These elegantly dressed men from the Congo caused somewhat of an internet sensation, as the advert went viral almost instantly. The advert is very powerful, as we see the transition of these men working hard in the slums of a village, to transform themselves into these majestic, cartoon like characters in the evening. What’s important to stress is that this is real. It’s a documentary style advert, which makes it all the more powerful. With a good soundtrack and powerful message throughout, this is undoubtedly the highlight of the Made of More campaign. It’s also another example of how to go viral: don’t try. This advert became viral because it had something a lot of people loved, whether it was the style, the content, or just the authentic feel, the social media masses shared this video in there thousands.