The tradition of the five-day celebration that leads to Emancipation Day begins on July 28 this year.
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Dubois pens Guinness theme
Trinidadian recording artiste Kerwin Du Bois has put music to the new Guinness Made of More campaign, which will be used as a radio ad throughout the Caribbean.
Dubois, who set the tone for a great 2012 Arthur Guinness Day concert in Kingston, Jamaica, brings the campaign and its message to life with a perfectly balanced soca/dancehall fusion. In the song, Dubois rhythmically highlights that the Guinness drinker is someone who makes bold moves and takes control of their life.
Guinness Made of More speaks to the strength, boldness and courage that lie within all of us, which is something that personally resonates with Dubois.
“As a performer and producer I get to use my natural talent to entertain thousands of people but there has always been something more that got me to where I am today; something at the core of my being that pushes me and keeps me focused,” said Dubois.
“This is what Guinness Made of More represents—digging deep within and showing you are made of so much more than what meets the eye.”
Guinness launched its Made of More campaign in 2012 and will incorporate existing global activations such as Arthur Guinness Day, St Patrick’s Day and the Guinness Street Football Challenge. With more than 250 years of brewing legacy behind it, Guinness is a beer made of more—more flavour, more distinctiveness, more quality, more style—and it reflects the consumers’ demands for a more fulfilled life.
“Guinness believes when you have the confidence to live bold, to make a difference, to step up when the opportunity presents itself, that’s when you get more out of life,” said Gareth Geddes, Guinness brand manager for the Caribbean.
Local football players across the Caribbean, over the next few months, will show how much they are made of as they battle in the Guinness Street Football Challenge. Dozens of teams from eight countries will vie for their local title before meeting in St Vincent & the Grenadines between June 19-22 for the Caribbean Championships.