Guinness Launches Black Shines Brightest Campaign in Uganda
Guinness has a long and rich history in Africa, and following organic sales growth of 32 percent across the continent for the year ending June 30, 2021, the company has launched a new campaign dubbed ‘Black Shines Brightest' in Uganda and in major African countries.
The campaign is a new pan-African movement honoring the iconic black liquor that has been enjoyed for over a century across the continent. This exciting new campaign is inspired by Guinness stout, a robust and unusual black beer, and brings together passionate and creative individuals to celebrate Guinness’ essence and its home in African markets.
The campaign, which is both energetic and motivating, shows people coming together across the continent, brimming with hope, creativity, and possibility. A generation of people who are inspired by each other and the people around them are banding together to seize the opportunities that lie ahead of them.
Others include Tanzanian singer Nandy, who is changing the face of music by creating music that speaks directly to her fans; Nigerians Kehinde Durojaye, a self-taught inventor who is pushing boundaries and demonstrating real ingenuity with his incredible jet car made from trash that can run on land and sea; and Prince Nelson Enwerem, a trend-setter who is leading the way.
Star director Meji Alabi crafted an enthusiastic and colorful commercial to kick off the campaign. Meji is known for his collaborations with a wide spectrum of outstanding artists, including Beyoncé, Davido, Tiwa Savage, and Wizkid. It also featured a performance by Azawi, who has now been named the campaign’s face. Guinness collaborated with genuine culture producers from around Africa to launch the campaign, demonstrating how Black Shines Brightest in a variety of ways. These people are producing moments, events, and stuff that everyone can enjoy. 
Azawi, a rising star in the music industry with a novel perspective on Afro Beats; Sasha Vybz, a sought-after video director throughout the continent; Uncle Mo, a content creator reinventing comedy; and Malaika Nyanzi, an award-winning actress and media personality, are among the Ugandans on the list.
Guinness is collaborating with Incredible Zigi, a Ghanaian choreographer who has created dance challenges that have gone viral around the world; Fireboy, a Nigerian artist who is leading the way with his unique Afro-life music, which is inspiring a new generation of music fans; and Adebayo Oke-Lawal, a Nigerian designer who founded Orange Culture and is breaking the mold of t. A media takeover in Uganda resulted in the Next Media Park being transformed into a BrightHouse with colorful illumination and a performance by Azawi that was aired live across the country. With an exciting performance, the rising star added more light to the Brighthouse. She began her performance with her hit song Repeat it, Low Fit, Quinimino, and ended it with her 2021 hit tune My Year. 
Individuals throughout the continent who represent the spirit of Black Shines Brightest will be encouraged to bring their positivity and self-confidence to the table in order to create something even bigger and brighter. “This exciting new campaign will put Guinness at the beating heart of Ugandan culture by celebrating emerging talent and all those making waves in our society,” says Elizabeth Mutamuliza, Guinness Brand Manager, Uganda Breweries Ltd. 
“Guinness, like the people we’re working with, is full of life. It’s a flavorful, assertive, and lively beer that’s sparkling and full of energy and exuberance. It’s the epitome of a dark shines brightest attitude in liquid form. For over 250 years, a beer with the audacity and vision to live life to the fullest has provided a dash of magic to millions in Africa and around the world. She continued.
