Sam Bompas, co-founder of Bompas & Parr, says: "For me the stand out work of 2014 is the Guinness ‘Sapeurs’ film. The piece educates and inspires with a sartorial adventure into the Congo, one which makes me proud to drink Guinness. The real strength of the work is the emotionally compelling new story it tells around alcohol. Eskimos have 49 words for snow. The English Language has more than 2900 words for the experiences associated with powerful alcoholic drinks. The Guinness work finds something fresh to articulate even within the highly developed landscape of alcohol communication."
Summary This beautifully shot ad and mini-documentary for Guinness’ ‘Made of more’ campaign aims to harness the spirit and culture of the Sapeurs – a Congolese subculture dedicated to elegance and style. The characters in the film are defined not by wealth but dignity, poise and attitude.