Promoting and staging a full length Michael Power movie across Africa with no formal movie infrastructure, required full integration of client and agencies. The Saatchi & Saatchi team was central to creating and implementing the media elements that created a groundswell of enthusiasm to attend the movie and drive consumption of Guinness at the screening events and afterwards. Saatchi & Saatchi’s integrated communication plan reinforced Michael Power as the most recognised and loved figure in advertising in Africa through the creation of a movie and a media strategy that launched it into the imaginations of millions of Africans.