|标题||Go Back To Africa|
|Brief||A pan-African tourism campaign turns a racial slur into an uplifting call to action. Hateful uses of the phrase “Go Back To Africa” were hijacked from Twitter, cleansed of their racial content, then used as headlines for hyper-targeted ads for each of Africa’s 54 countries. The ads led to GoBackToAfrica.com, an AI-curated content hub designed to address the lack of black representation in commercial travel imagery. GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built to show members of the black community travelling in Africa.|
|广告战役||Go Back To Africa|
|广告主||Black & Abroad|
|品牌||Black & Abroad|
|剧情简介||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. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative.|
|后期制作||Rooster Post Production|
|Integrated Producer||Gillian Morrison|
|EVP Strategy||Anna Percy-Dove|
|Strategy Director||Paul Hanlon|
|Data Analytics Manager||Andrew Yang|
|Data Analyst||Abdul Dau|
|VP, Head of Data and Technology||Jacob Ciesielski|
|Product & Technology Solutions||John Sime|
|Front End Developer||Heung Lee|
|SVP, Director of Global Communications & PR||Melanie Mitchem|
|Assistant Editor||Shane Preston|
|执行制片||Kristen Van Fleet|
|PR manager||Shannon Stephaniuk|
|Music & Sound Design||Grayson Matthews|
|Sound Engineer||Vlad Nikolic|
|Media Producer||Nicholas Shaw|
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