The Sapeurs

Sapeurs to me is elegance, sub-cultures, colour, and hope.

That’s the real story of the Sapeurs. No no, it’s not just another fashion style. ‘La Sape’ is a movement based in the Republic of Congo that has so much cultural and social richness. In most ways, they are fighters for peace.

I love how Guinness gave these group of extraordinary people a global stage – to show their culture, the colours, and really the joy of celebrations.

Other than the awards this campaign has won, Guinness truly celebrates the brilliant people who live life with joy amidst the turmoil. It is a reminder for all of us to constantly fight to not just live, but to be alive.

Guinness – Always made of more.

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