Kristine Lippett
Sound Producer at FCB Canada
Toronto, 加拿大
标题Go Back To Africa
BriefA 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.
广告公司
广告战役 Go Back To Africa
广告主 Black & Abroad
品牌 Black & Abroad
首次发布日期 2019 / 4
行业领域 旅行社、旅游经营者
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.
媒体类别 互动
长度
市场 加拿大
后期制作
执行创意总监
联合创意总监
联合创意总监
文案
设计师
客户总监
Integrated Producer
Producer
EVP Strategy
Strategy Director
Strategist
Data Analytics Manager
Data Analyst
VP, Head of Data and Technology
Product & Technology Solutions
Front End Developer
President
SVP, Director of Global Communications & PR
Agency
剪辑师
剪辑师
Assistant Editor
执行制片
执行制片
媒介公司
PR manager
PR Agency
Music & Sound Design
音乐制作人
Sound Engineer
Media Producer

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