GUINNESS
COMPTON COWBOYS
Guinness' Made of More platform celebrates people who display integrity, character, and bold choices, rather than settling for the ordinary. It builds on the brand's core idea of substance and humanity to convey that the beer is brewed "for people made of more".
Extensive research for 'Made of More' stories led us to the Cowboys of Compton. A group of young men in South Central L.A. who ditched the gangs and the violence for horseback riding and looking after horses.
MORE WORK
Spot
Shot by director, Henry Alex Rubin, the film tells the stories of resilience of a group of young guys from Compton who escaped trouble from gangs and police by becoming cowboys.
Docu Series
Harrison Schaaf and Stefan Kocev respectively shot a series of interviews that helped us tell the deeper stories of the cowboys to take the viewers on a journey that brought them closer to their stories.
Social Media
We shot specifically for social portrait formats. This meant we had to have three simultaneous shoots, with bespoke footage and photography. We told the Cowboys’ stories in short-form in-feed, stories, and in canvases on Facebook and Instagram, and on Snapchat.
Results
The campaign had 53% intense positive response rate. It contributed to an 8% growth in on-trade value share in Great Britain and an estimated profit of £4.13 was returned for every £1 invested, making it one of the most profitable campaigns in the IPA beer category
