At the 12th Africa Magic Viewers’ Choice Awards (AMVCA), Guinness took centre stage by blending high fashion and pop-culture moments with fan engagement through its sponsorship of the Guinness Best Dressed Voters’ Choice Award. Hosted on the Guinness Most Rated platform, the initiative handed the power to the fans, allowing them to vote for the night’s most iconic and their favourite celebrity looks from the night.
Reality TV stars Sultana Auduson Ibrahim and Faith Adewale emerged as winners in the female and male categories, respectively. Both winners were awarded a ₦1 million cash prize for their standout style. With more than 25,000 votes recorded, the platform proved to be a massive digital hit and drove the bulk of post-event conversation online.
The brand also sponsored the Best Director award, which was won by Akinola Davies Jr., director of My Father’s Shadow, a film that also took home the coveted Best Movie award.
Further amplifying its presence, Guinness celebrated African creativity through live performances by Nigerian music stars Tiwa, Fave, and BNXN. The brand also delivered immersive experiences through its Guinness Black Carpet, fan engagement lounge, and its continued presence at the official after-party, rounding off with a strong and visible brand participation across the AMVCA.
This level of engagement points to the brand’s obsession with its consumers; a commitment to showing up consistently in the spaces that matter most to them. By fueling and celebrating these moments, Guinness cements its role as a primary driver of creative culture, pushing forward the bold style and storytelling that define modern Africa.
