Title	SAPEURS
Brand	DIAGEO
Product/Service	GUINNESS
Category	A02. DIRECTION
Entrant Company	AMV BBDO London, UNITED KINGDOM
Advertising Agency	AMV BBDO London, UNITED KINGDOM
Media Agency	CARAT London, UNITED KINGDOM
Production Company	MJZ LONDON, UNITED KINGDOM

Name	Company	Position
Paul Brazier	AMVBBDO	Executive Creative Director
Dave Buchanan	AMVBBDO	Creative Director
Nicholas Hulley	AMVBBDO	Copywriter
Nadja Lossgott	AMVBBDO	Art Director
Sara Flood	AMVBBDO	Agency Producer
Debbie Turner	MJZ London	Executive Producer
Suza Horvat	MJZ London	Producer
Nicolai Fuglsig	MJZ London	Director
Alwin Kuchler	MJZ London	Dop Lighting Cameraman
Final Cut	Final Cut	Editing Company
Rick Russell	Final Cut	Editor
The Mill	The Mill	Post Production
Wave	Wave	Sound Studio
Parv Thind	Wave	Sound Engineer

Brief Explanation

After years of war, peace has returned to Brazzaville and with it has re-emerged a group of extraordinary men: the Sapeurs, the Society of Elegant Persons of the Congo. They are working class everymen: taxi drivers, factory workers, cane cutters. However, they refuse to let their circumstances define them. Instead, they wear incredible suits and live by a simple philosophy: to defy circumstance and live with Joie de Vivre. Filming the real Sapeurs, the ad celebrates these men who are “made of more”. While their incredible suits provide a rich visual tapestry, they merely reveal the strength of their character, and it is these inner qualities that prove a universal truth: all of us have a choice in life, we can let circumstance define us, or we can defy it. These beacons of the human spirit remind us that we can always choose who we are.