Guinness, yes that treacly rich beverage that is synonymous with Ireland has done something remarkable.
With its new advertisement is has turned the world’s attention to the Sapeurs.
Who, I hear most of your ask?
The Sapeurs are a remarkable group of well dressed men. Sapeurs is a word that has been derived as someone who adheres to La SAPE. The term SAPE is an acronym for La Societé des Ambianceurs et des Personnes Élégantes (The society for stylish people of the Congo).
In the ad, we are taken through the transformation of every day workers into stylish garb.
We could all learn a thing or two from the Sapeurs. Everyone should do things with style, with panache. We should all put a spring in our step and get out there and show the world what we’ve got!
The Sapeurs believe in defining their own circumstance and, to live with joie de vivre! This, from a country decimated by war.
That’s sounds very entrepreneurial to me.
And, it’s not all about the suits – it’s about the man inside the suit. Sapeurs believe everyone has a choice about who they are.
I recommend watching the mini documentary about the Sapeurs; it’s inspiring stuff. Check it out in Video #2.
Bravo to Guinness for bringing the Sapeurs to a wider audience.
Video #1: Sapeurs – New GUINNESS Advert (2014)