Guinness – Made of More

Guinness wanted to bring its “Made of More” ethos to life by celebrating communities that defy convention. Enter the Compton Cowboys — rewriting what it means to be a cowboy.

This was Guinness’ first-ever mobile-first campaign, created with AMV BBDO. Intimate portraits and bold typography told their story in a way that resonated with a younger, mobile-savvy audience on Instagram and Facebook.