HOMEGROWN AFRICAN TALENT TAKES CENTRE STAGE AT CANNES LIONS 2014 Diageo announces winners of creative filmmakers competition for Guinness

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1 HOMEGROWN AFRICAN TALENT TAKES CENTRE STAGE AT CANNES LIONS 2014 Diageo announces winners of creative filmmakers competition for Guinness June 17 th ; London & Cannes: Diageo, owner of GUINNESS, has today announced the joint winners of its advertising competition to discover, cultivate and grow local talent and filmmakers in Africa. The competition, which was launched at Cannes Lions last year, involved filmmakers creating a TV advert for the GUINNESS Made of More campaign. Entrants had the chance to win the opportunity for their advert to be broadcast on TV across Africa as the next GUINNESS TV ads later in the year. GUINNESS worked with crowdsourcing agency MOFILM, a leading video and film contest community for aspiring filmmakers and winners were selected from over 100 submissions. Due to the impressive talent that entered the competition, the judging panel chose to award two winners Fabian Vettiger and Peter Walker, both South Africans. Fabian s film, Who Am I, poignantly describes the air of possibility and opportunity with which Gen Y approach life on the continent. Peter s film, GUINNESS Dark, powerfully describes how darkness can actually be seen in a positive light. Guinness campaign Made of More inspires others to bold choices and it was this that each film captured in their own special way. The runners up will be showcased across GUINNESS social media channels at the same time as the winning entries are broadcast on TV. Ross Haddow, Brand Manager, GUINNESS Africa, said: The competition celebrates our belief in the wealth of creative talent in Africa and cements Diageo s commitment to finding and promoting it. This competition enables us to showcase that talent on a global stage. We re always looking for new ways to do old things and this competition allowed us to push the boundaries of innovative marketing. It is a huge honour to come back and announce the competition winners. The end products are truly inspiring. The quality of the work we have seen is fantastic. The winners have produced some genuine world class results singlehandedly within a short period of time. We re very excited to be showcasing them exclusively on social channels and selected broadcasters later on this year. On winning, Fabian Vettiger said: I am thrilled to be a winner of this GUINNESS project. I started thinking about this in December 2013 and in total have spent around seven weeks putting together the film which I hope speaks for the whole of Africa and its incredible diversity. So many people have made this possible for me and I cannot thank GUINNESS enough for giving me this incredible opportunity to showcase our work on a global platform. Peter Walker, also joint winner, said: This was a great opportunity to make a commercial entirely on my own. As an aspiring young filmmaker, to enter and win this competition is a great achievement. I have been inspired by GUINNESS great advertising over the years and now the brand has really believed in home-grown creative people like myself to make a film for them. To have our work showcased not only across Africa, but globally, and highlighted and Cannes Lions is phenomenal. **ENDS** Media enquiries: Victoria Ward, Diageo: +44(0) / Victoria.a.ward@diageo.com

2 Notes to editors: Filmmaker biographies: Fabian Vettiger Joint winner of GUINNESS s recent search for up and coming filmmakers across Africa, Fabian Vettiger from Cape Town, South Africa, was awarded the top spot with his film Who Am I. Originally from South Africa, Fabian moved to Switzerland when he was very young for his school years and he developed an interest in telling life as it is. After a gap year in Cape Town, Fabian discovered that there were stories that needed telling and enrolled at film school - AFDA Cape Town. His initial dream was of directing, but after a year he changed to cinematography, to tell these very stories with visuals. With the experience of seeing two very different walks of life through his travelling of the world, he is able to capture different people, cultures and perspectives with ease. Fabian is inspired by his mother who he says has had a tough life but never gave up. With a dream to travel further and to communicate his passion for exploring through films, winning this coveted competition stands him in good stead. In relation to the film industry, Fabian acknowledges that it is very hard for up and coming filmmakers to make money. He thinks that with the introduction of digital media, the market is over saturated and only a handful of people can make their work heard. Fabian s winning film, Who Am I? tells the story of people of the current generation and what makes them who they are. With a strong narrative over subtle African tones, the film itself captures people from all walks of life making the most of their daily lives. The narrative in particular portrays the very essence of the GUINNESS Made of More campaign and coupled with the visuals that represent his generation, makes for a powerful triumphant film. Fabian spent four continuous days on the production of his film and 6-7 weeks on the pre-production (not taking into account the conceptualising that began at the beginning of December). On top of this, were more than two weeks in post-production. Around 23 people were used in the film and this was the most challenging part of the production as he had very specific ideas as to how they should look. He used a Sony F55 camera was used for the whole shoot. Peter Walker Peter Walker is the joint winner of GUINNESS s Pan-African search for up and coming filmmakers. From South Africa, Peter comes from an advertising background and over the years his portfolio has grown to include award winning work from The Middle East, Europe and of course Africa. He has a passion for making TV commercials in particular, but has found a love for conceptualising a film brief from a script and bringing the story to life creatively. With another award under his belt for his film GUINNESS Dark, Peter can now take further steps to direct some more of his own scripts and carve out a future as a filmmaker. The winning film is a powerful representation of what happens after dark. Perfectly filmed in a dark mood, shots of light bring to life people who are enjoying the moment, some acted by talent scouted from the street, and capture the very spirit of people adoring GUINNESS. We are introduced to the man who is narrator of the film who takes us on his journey of GUINNESS Dark. The film was shot over two days with six days in post-production and a month of planning. There were 22 cast members including extras and the whole film was shot on an Arri Alexa camera.

3 Runners up: Mũchiri Njenga From Nairobi, Kenya, Mũchiri Njenga is a self-taught visual artist, animator and multifaceted filmmaker. His film submitted for GUINNESS s search for up and coming filmmakers made it into the top six from across Africa. With a passion for storytelling and a background in animation and visual effects, he has fed his idiosyncratic style of mixing traditional futuristic aesthetics with modern digital techniques to create a winning film for GUINNESS. He is a founder of Studio Ang, a Nairobi based art collective and his work has been screened in art exhibitions and film festivals around the world. One of the most challenging things that in filming is producing high standard films with a shoestring budget, but learns so much from these projects. His film entitled The Gatherers is set to a slow base that shows people gathering items with a desire to create something cool and new out of the old things that they collect. Recycling is a passion of the young artists portrayed in the film and one of the items includes a GUINNESS bottle top which was made into a key ring. As the film develops, these gatherers come together to perform music on the things that they have collected to show that they can really make something that is made of something more and captures the heart of the GUINNESS Made of More campaign. Mũchiri took two days to shoot the film and the post-production took five days. He used a Red Scarlet camera to shoot the film. Pieter Lombaard South African born Pieter Lombaard s film They Say/I Say was placed into the top six of GUINNESS s Pan-African search for up and coming filmmakers. Pieter is an independent producer / director and in 2001 started his career as a TV cameraman and editor. He has directed many award winning music videos and short films before moving into producing, which resulted in him winning the 2010 SAFTA Reality TV Show, Our House. Pieter has also just produced his first feature film, The Forgotten Kingdom. In the early part of his career Pieter found getting into film difficult as there was not really a film industry in South Africa, so they only work available was in TV, especially in nonfiction. He worked hard and gained lots of skills to be the story teller he is today. His film for GUINNESS has a strong narrative which communicates what some people might say about Africa and as the man who is giving the commentary reveals himself, we are introduced to what he thinks of Africa. Using the words dynamic and the future to describe Africa, the backdrop of the film sees people undertaking activities that Pieter feels really captures the heart of the continent and GUINNESS. It took Pieter around four days to shoot the film and around two weeks in total for the production and planning. He then took around 30 hours on the edit / post production of the film. Around 35 people were cast for the film. It was all shot on a Canon 5D Mk2 with a Nikon f3.5 and a Canon C100 with Canon 50mm F1.2 and Canon f2.8. Victor Viyuoh Victor Viyuoh, from Cameroun, and his film Face your Fears landed him in the top six filmmakers from across Africa for GUINNESS s search for up and coming talent. Victor became hooked on films at the age of four, when he was sitting on his father s lap watching a Western film. After his father died, he moved into a local village and raised chickens, which he sold to pay for his passion of watching movies. After finding out that he could study writing and filmmaking at university, he hasn t looked back. The biggest challenge Victor has found himself is the lack of financial support but is grateful for the digital revolution which is making things easier. Victor believes that very few people have faith in the ability of African films to make a return on investment.

4 Victor s work has been showcased across major platforms and he was named as one of Filmmaker Magazine s 25 New Independent Filmmakers to watch. He has written and directed a film that was played at over 100 festivals including those in Europe. Victor has an array of accolades for films he has directed under his belt including honours from establishments in Cameroun and across the world. The film, appropriately titled Face your Fears, captures the tale of a man who is telling his own story about the dreams that he keeps having about running away from a fear. The film goes on to see him given some wise words and ends on the note of the next time he has a dream, he stops running and indeed faces his fears. Taken from quite a personal perspective, the film will identify with audiences across Africa and captures the meaning of GUINNESS Made of More in an individual way. Victor shot the film in 4fourdays, with 14 days in production and 20 hours on the edit. With three main actors in the film, there were also over 30 people cast. The whole film was shot on a Canon Mark 5D II. Amirah Tajdin & Wafa Tajdin Amirah & Wafa Tajdin directed and produced the film Downtown Rebels which made it into the top six of GUINNESS s search for up and coming filmmakers. Amirah, the director, is an artist and filmmaker with a passion for all things related to film, music, photography and art. A graduate from Rhodes University in South Africa with a Bachelor of Fine Art (Photography), Amirah and her sister Wafa, producer of the film, were born and brought up in Nairobi, Kenya. Amirah spent her teenage years in Dubai and this has heavily influenced her love for cities and mixed lineage. Wafa holds a degree in economics and a master s degree in media studies from the Rhodes School of Journalism in South Africa. This passion for both journalism and telling stories has led Wafa down the path of film with a specific interest in producing human-interest stories from angles that are interesting and relevant to Africa in particular. Together Wafa and Amirah continue to carve out their vision taking on the trials and tribulations of being girls in charge of boys with cinematic toys, a challenge that in itself inspires a constant re-take on the craft of film making. The sisters developed Downtown Rebels which really captures the fun spirit of the GUINNESS brand and in particular the Made of More campaign. Set to funky, upbeat music, the film sees us follow a group of people, typical of today s modern Africa. This group of traditionally dressed guys drive a cool car and stamp their personality on their clothes, they stand out from a more modern collective youth, but equally are seen in the film coming together with ease with other people from their generation regardless of background. The sisters shot the film in one day and spent three weeks on the production. They spent around 40 hours on the editing process. Wafa and Amirah used a RED Scarlet camera and cast five people. About Diageo: Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com. Celebrating life, every day, everywhere. About MOFILM

5 MOFILM is the leading content creation community for aspiring filmmakers, photographers and musicians, with members all over the world. MOFILM works with global brands to showcase talent and create innovative new ideas. MOFILM s creative are valued by brands. Our competitions give our partners a chance to tap a huge reservoir of international talent, as well as developing a wealth of content to be distributed online and via mobile devices. MOFILM contests also help brands engage with creative talent around the globe. MOFILM provides production grants, along with mentoring and advice throughout the entire creative process of their competitions, from script to final edit, to ensure that the filmmakers have the best opportunity for their work to be used by that brand. For more information about MOFILM, visit