Go Back To Africa

Entire Advertising Campaign

2019

FCB/SIX
t: 416-483-3624
e: ian.mackenzie@fcbsix.com
w: fcbsix.com

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.

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