Art Director I was working on a freelance assignment at CBC when I got the call from my friend Ian Mackenzie asking me to help map out design a campaign focused on changing the phrase GO BACK TO AFRICA. The Back-to-Africa movement was based on the widespread belief among some European-Americans in the 18th and 19th century United States that African-Americans would want to return to the continent of Africa.
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With the help of fcbsix the brand transformed a racialized expression into a call to action while celebrating the continents beauty and.
. Go Back To Africa case study. Black abroad rehashes the derogatory go back to africa phrase to instead encourage black clients to travel more especially to the african continent. FCBSIX Executive Creative Director.
Right away I was. Copywriter curtis chapman fcbsix. Digital Go Back To Africa for Black Abroad by FCBSIX - Black Abroad a multi-platform travel lifestyle company dedicated to redefining world.
Created for the travel and lifestyle company Black and Abroad Go Back to Africa highjacked the phrase Go Back to Africa for a pan-African tourism campaign that. 2019 cannes lions international festival of creativity. What did the judges have to say.
DAD Awards Winners 2022. Designer ramon charles fcbsix. With the help of fcbsix the brand transformed a racialized expression into a call to action while celebrating the continents beauty and.
FCBSIX Go Back to Africa Black Abroad - Go Back to Africa To help reframe the way people think about Africa we created a platform that displaces the hate surrounding the racial slur Go Back To Africa. Creative strategy business challenge creative spark validating approach validating insight testing further. Go Back To Africa case study from The Work on Vimeo.
This project hijacks the racialized and derogatory phrase Go back to Africa. The official case study for fcbsixs go back to africa campaign for black abroad. The official case study for fcbsixs go back to africa campaign for black abroad.
In general the political movement was an overwhelming failure. A n FCBSix will have a pretty good chance at a Lion on Wednesday after being nominated four times in the Creative Data Lions and once more in the Creative Strategy Lions for Go Back to Africa. Very few former slaves wanted to move to Africa.
Broaden perceptions of africa by highlighting all 54 countries. Account director fraser jackson fcbsix. Watch the full case study below.
What gave it the extra edge was using AI technology to pool Black travellers from across the web and show that this is a reality and its not being represented. Integrated producer gillian morrison fcb. A pan-African tourism campaign for Black Abroad that turns the racial slur go back to Africa into an uplifting call to action.
Ian Mackenzie Associate Creative Directors. Black Abroad Agency. 2019 cannes lions international festival of creativity.
2019 cannes lions international festival of creativity. Interrupt racist uses of go back to africa as they happen. 2019 cannes lions international festival of creativity.
FCB Go Back To Africa Watch on Description Black Abroad a multi-platform travel lifestyle company dedicated to redefining world experiences for the modern Black traveler hijacks the racialized and derogatory phrase Go back to Africa GoBackToAfrica for a pan-African tourism campaign. Designer ramon charles fcbsix. FCBSix Torontos Go Back to Africa initiative for Black Abroad won the Creative Data Grand Prix at the Cannes Lions International Festival of Creativity while.
Designed as a counterpoint to the travel industrys bias toward Caucasian travelers the site features all African countries and real social photos of the Black community traveling there. The official case study for FCBSIXs Go Back To Africa campaign for Black Abroad. See the worlds best creative advertising design craft culture and Impact work of 2022.
The small number of freed slaves who did. Published on June 19 2019. Account director fraser jackson fcbsix.
One of the many beautiful places to visit in Africa. African American duo Eric Martin and Kent Johnson have launched an online campaign to reclaim the phrase Go back to Africa using. Fred Nduna Andrew Bernardi Copywriter.
Reframe the narrative surface images of black tourists to other black tourists.
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