Guinness – Made of More

Guinness wanted to bring their "Made of More" ethos to life by shining a light on communities that defy the norm. Enter the Compton Cowboys—a group rewriting the rulebook on what it means to be a cowboy. This campaign celebrates their legacy.

This also broke new ground with how the story was told — Guinness’ first ever mobile-first campaign. Working with AMV BBDO, it captured intimate portraits of the Cowboys and used bold typography to engage a younger, mobile-savvy audience on Instagram and Facebook.