Guinness, in partnership with Beyond the Line, launched the ‘Black Shines Brightest’ campaign—a bold Pan-African celebration of the iconic black stout that has been loved across the continent for over a century.
Inspired by its rich, dark brew, this campaign brought together passionate and creative individuals to showcase the spirit of Guinness and its deep roots in Africa.
Real Culture Makers Leading The Movement
To bring the campaign to life, we collaborated with authentic cultural influencers from across Ghana, demonstrating how Black Shines Brightest in countless ways. These individuals curated moments, organized events, and created content that connected with people across the country.
One of the campaign’s notable figures was Ghanaian choreographer Incredible Zigi, whose viral dance challenges have captivated audiences worldwide.
The day kicked off with an electrifying Flash Mob at Accra Mall, transforming the entire space into a wave of Guinness black.
500 dancers, all dressed in Black Shines Brightest branded T-shirts, blended into the crowd, waiting for the perfect moment.
As the music dropped, one by one, they emerged—dancing, owning the space, and creating a visual spectacle.
As the performance reached its peak, massive banners were unveiled, officially announcing the launch of Guinness Black Shines Brightest!