GUINNESS’ new ad campaign for 2014 features the ‘society of elegant persons of the Congo’ also known as the ‘Sapeurs‘. Described as a group of everyday heroes from 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.

Watch the short documentary for more information on the Sapeurs:

Find out more about the Sapeurs – visit: