Go Back To Africa
Entire Advertising Campaign
Winner: FCB/SIX Client: Black & Abroad, Eric Martin, Kent Johnson Chief Creative Officer: Ian Mackenzie Associate Creative Director: Frederick Nduna, Andrew Bernardi Designer: Ramon Charles Copywriter: Curtis Chapman Account Director: Fraser Jackson Integrated Producer: Gillian Morrison Junior Producer: Kristine Lippett EVP, Strategy: Anna Percy-Dove Director of Strategy: Paul Hanlon Strategist: Simran Kaur Senior Manager, Data Analytics: Andrew Yang Data Analyst: Abdul Dau SVP, Head of Data and Technology: Jacob Ciesielski Product & Technology Solutions: John Sime Front-End Developer: Heung Lee President: Andrea Cook SVP, Director of Global Communications & PR: Melanie Mitchem Post-Production Company: Rooster Post Production Editor, Post-Production: Colin Murdock, Jeff Poremba Assistant Editor, Post-Production: Shane Preston Executive Producer, Post-Production: Yumi Suyama Media Agency: Initiative Media Public Relations: Glossy PR, Shannon Stephaniuk Music/Sound: Grayson Matthews Music Producer: Marc Domitric Sound Engineer: Vlad Nikolic Media Producer: Nicholas Shaw Ad Agency: FCB/SIX
A data-driven, pan-African tourism campaign for Black & Abroad that turns a racial slur into an empowering call to action. We hijack hateful uses of the phrase as they happen on Twitter. Redact the racist context. Then use them as headlines for hyper-targeted ads for each of Africa’s 54 countries. The ads drive to an AI-curated content hub designed to address the lack of representation in commercial travel imagery by showing members of the Black community traveling in Africa.