Black Shines Brightest in an experience that lit up the continent

Guinness in need of a spark

The emotional connection Guinness had once had with drinkers in its key African markets was dwindling, especially with their target audience of 18-34 year olds. The changing landscape and attitudes had made Guinness less relevant.

People first insight

The new generation of young Africans are proud, optimistic and expressive. They don’t want to simply sit back and observe culture from afar, nor do they want to look to the West for inspiration. They want to get involved and create it for themselves.

Unusual Everyday™ Idea 

Guinness Bright House is the physical manifestation of Guinness’s new brand platform in Africa: Black Shines Brightest. An experience brought to life in multiple African cities, Bright House is place for inspiration, energy, and most importantly, unity; encouraging people to come together and shine their brightest.

During the day, we created a space for vibrant conversations and connections to be born. From influencers to local businesses, and culture creators to individuals, it was a hub to both celebrate and learn from others. At night, it was home to a dynamic music venue; promoting up and coming talent in music, dance and comedy.