Guardian gives Eyewitness over to Guinness

In today’s print edition of The Guardian, the regular ‘Eyewitness’ centre spread is given over to nine images from Guinness’ latest advertising campaign, Made of More

In today’s print edition of The Guardian, the regular ‘Eyewitness’ centre spread is given over to nine images from Guinness’ latest advertising campaign, Made of More…

Designed in the Eyewitness format, the ‘advertisement feature’ includes a mixture of stills from the brand’s recent TV campaign featuring the well-dressed ‘Sapeurs’ of Congo-Brazzaville’s Société des Ambianceurs et des Personnes Élégantes, and portraits of the group’s members by Héctor Mediavilla. (CR’s Eliza wrote about the TV ad from AMV BBDO here.)

On The Guardian’s website, however, today’s Eyewitness image is listed as a photograph by Ian Langsdon of the culmination of Karl Largerfeld’s Chanel show at Paris fashion week (images from which feature on the front page and further inside).

So it’s unclear whether the Guinness feature – which runs over pages 22-23 with the brand’s logo shown top-right – only appears in the London edition, or is used more widely.

The link-up is the latest initiative from Guardian Labs, through which it produces “sponsored content” (it has editorial guidelines relating to this online) and has resulted in the collaboration at

From there visitors can watch Mediavilla’s short film about the Sapeurs, access the Eyewitness spread and also read an accompanying feature on the group, A stylish philosophy. Writing in The Guardian earlier this month, Mark Sweeney also covered the campaign in the paper’s Media pages.

While photographs of the subjects of Guinness’ new campaign undeniably make for interesting images, the Eyewitness spread is usually the preserve of the best news photography captured on a particular day.

Whether other brands can slot so neatly into this section in partnership with the newspaper – without alienating fans of photojournalism and reportage – remains to be seen.

Editor: Anna Goldie. Produced for Guardian Labs by Guardian Creative to a brief agreed with Guinness. Paid for by Guinness. All editorial controlled by the Guardian, except those articles labelled as advertisement feature.

More from CR

Ad of the Week: Innocent, Chain of Good

Innocent has launched a new series of ads to emphasise the charitable work that the company does. Created by 101, the campaign is our first Ad of the Week of 2014.

Ad of the Week: Old Spice, Interneterventions

Old Spice has been on rollicking form so far this year. First they gave us the unforgettable Momsong, and now Isaiah Mustafa has staged a series of ‘Interneterventions’, to try and stop us looking at rubbish websites … and buy Old Spice instead. The campaign is our Ad of the Week.

Typographica 5 facsimile edition: Penguins on the March

In 1962, issue five in the second series of the design journal Typographica spotlighted the work of Penguin’s design team under newly-appointed art director, Germano Facetti. The extensive feature is now reproduced as a brilliantly-realised facsimile edition, published by the Penguin Collectors Society

Senior Creative Designer

Monddi Design Agency

Head of Digital Content

Red Sofa London