Guinness Africa – Night Football

Bringing Guinness’ magic to the football occasion in Africa

133 M

TV Viewers across Sub Sahara Africa

108 M

Reached across social

No. 1

Talked about beer brand at launch


YOY in activated outlets (Kenya)


ROS (Kenya)


Best Global Experiential Campaign at The Drum Experience Awards 2020

The challenge

Guinness FES’ meaning (emotional connection to Guinness FES, its taste and quality) is declining among LPA – 34s. As a result, they are less likely to drink it during a key consumption occasion – football.

Our people-first strategy

Guinness has a long-established association with football in Africa, it’s part of the brand’s DNA. We wanted to reassert Guinness’ ownership of football by connecting with fans in the visceral way we know they watched the match, in a way that went beyond the usual, expected football tropes.

Guinness Night Football added to the joy of football with a campaign that let fans see, taste, play the game like never before.

Our creative idea

We created football experiences that brought player and fans, technology (bold colour, neon and light) and unexpected football games to towns, cities and bars across the continent.

Football fans and players were able to see, taste, and play the game like never before. We brought fashion, food, music and of course football. Driving more conversation amongst women and non football fans. An experience worth sharing and brand worth buying.

This year Guinness Night football brought a touch of magic to the beautiful game.

Next case study

Guinness Flavour Rooms

Say hey

To find out more about how we build Human Brands.

Pop in

The Ministry,
79 Borough Road,
London, SE1 1DN