Guinness Film Tabitha by AMV BBDO London

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Industry Beers and Ciders, Public awareness
Media Film
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Alex Grieve, Adrian Rossi, Mike Schalit
Creative Director Richard Mcgrann, Andy Clough
Art Director Andy Clough
Copywriter Richard Mcgrann, Andy Clough, Robert Wilkins, Leo Maguire
Production Stink
Director Robert Wilkins, Leo Maguire
Released March 2018


D&AD Awards 2018
Branded Content & Entertainment Non-Fiction Film up to 5 mins Graphite Pencil

Credits & Description

Category: Alcoholic Drinks
Media: Film
Brand: Guinness
Agency: BBDO
Geo: United Kingdom
Advertising Agency: AMV BBDO, UK
Executive Creative Directors: Mike Schalit, Alex Grieve, Adrian Rossi
Creative Directors / Copywriter / Art Director: Andy Clough
Creative Director / Copywriter: Richard McGrann
Copywriters / Directors: Robert Wilkins, Leo Maguire
Agency Planners: David Edwards, Tom Claridge
Agency Account Management: Michael Pring, Samantha Morgan, Tom Lawson
Agency Producers: Miles Nathan, Charlie Thacker, Yvonne Clayton
Media Agency: Carat
Media Planners: Graham Deneys, Jenna Kreft
Production Company: Stink Films
Executive Producer: Jon Chads
Producer: Paz Parasmand
DoP: James Laxton
Steadicam: Chris Vermaak
1st AC: Tim Allan
Audio Post Production: 750 MPH
Online Post Productions: The Mill
Editor: Peter Norrey
Editing Company: Cut & Run
Edit: Sam Jones / Cut & Run
Colourist: Alex Bickel / Color Collective
Service Company: Ginger Ink / Africa
Published: March 2018
In the latest campaign for Guinness, AMV BBDO tells four uplifting ‘Made of Black’ stories that celebrate individuals who are showing unexpected character in the world of football, and inspiring those around them. The four films were directed by Wilkins & Maguire – BAFTA nominated documentary-makers at production company Stink and co-written with Andy Clough and Richard McGrann. They were filmed by Oscar nominated James Laxton and coloured by Alex Bickel, both of Moonlight fame. Each film features a true story sourced during a wide-ranging search and cover issues such as gender stereotyping and overcoming disability. In the first, Tabitha, a Kenyan, recounts how after her husband’s death she become a professional referee in men’s football, despite overwhelming social pressures not to. In the second film, Nigerian Goodluck tells how his love of football helped to find love, friendship and happiness, despite losing his leg. In a third, Gaelle from Cameroon talks of how she overcame gender role convention to find international success in women’s football. In the final film, Wisdom from Ghana talks about how, despite suddenly going blind, he still pursued his passion for playing football and found a new lease of life through his team. The stories are all football-related to tie in with Guinness’s sponsorship of sub-Saharan Africa TV network DSTV’s coverage of English Premier League football. At the end of each film, the storyteller links the obstacles they have overcome and the achievements they have had to being ‘Made of Black’ – a connection to the Guinness ‘Made of More’ platform which tells stories of how unexpected character, in people and beer, enrich the world around us.