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15th January 2014
Elegant solution
Title of film: Guinness Sapeurs
Director: Nicolai Fuglsig
Production Company: TVC, MJZDocumentary, Stillking
MJZ director Nicolai Fuglsig captures the sartorial style of the fabulous men known as Sapeurs (the Society of Tastemakers and Elegant People in Brazzaville), Republic of Congo

In this ad, Guinness follows the Sapeurs whose way of life is a testament to the belief of putting more in, to get more out. Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity. This is demonstrated through their love of stylish dressing; but it is not the fabric or cost of the suit that counts, it is the worth of the man inside it.

See short doc on Sapeurs in Related Content

Guinness ‘Sapeurs’
Creative Agency: AMV BBDO
Executive Creative Director (Guinness): Dave Buchanan
Copywriter: Nicholas Hulley
Art Director: Nadja Lossgott
TV Producer: TVC – Senior Producer: Sara FloodDocumentary - Senior Producer: Yvonne Clayton, Production Assistant: Jessica Tranfield
Production Company: TVC - MJZDocumentary - Stillking
Director: TVC - Nicolai FuglsigDocumentary - Hector Mediavilla
Production Co. Producer: TVC - Suza Horvat at MJZ
Editor TVC - Rick Russell at Final CutDocumentary – Russ Clapham
Post-production Company: The Mill
Audio Post-production: Wave
Offline Editing Company: Final Cut
Soundtrack: TVC - “What Makes a Good Man” by The Heavy