Black & Abroad - "Go Back To Africa" by ANDY Awards 2020
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Black & Abroad - "Go Back To Africa"
This ad is part of the ACT Responsible Collection
- Brand: Black & Abroad
- Country: United States
- Advertiser: Black & Abroad
| Title | Go Back To Africa |
| Agency | FCB/SIX |
| Campaign | Go Back To Africa |
| Advertiser | Black & Abroad |
| Brand | Black & Abroad |
| Date of First Broadcast/Publication | 2019 / 4 |
| Business Sector | Travel Agencies, Tour Operators |
| Story | 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. |
| Media Type | Digital |
| Length | |
| Market | Canada |
| AI Description | The 'Go Back To Africa' ad campaign by Black & Abroad takes a stand against racial comments, transforming the phrase into a positive message. The ad begins with derogatory tweets being visually portrayed on-screen, and then reimagines them by showcasing the natural beauty and vibrant cultures of Africa through stunning visual sequences. Colorful landscapes, African wildlife, and people enjoying the cultural richness are illustrated with bold text overlays like 'go back to beauty'. The ad features a diverse mix of music, combining traditional African beats with modern elements, reinforcing the theme of pride and celebration. Through captivating imagery and dynamic text, the message is clear: reframe and reclaim narratives to emphasize pride and inclusivity. The visuals highlight various African countries, promoting tourism and encouraging a deeper appreciation of Africa's diversity and richness. |
| Post Production | Rooster Post Production |
| Executive Creative Director | Ian Mackenzie |
| Associate Creative Director | Frederick Nduna |
| Associate Creative Director | Andrew Bernardi |
| Copywriter | Curtis Chapman |
| Designer | Ramon Charles |
| Account Director | Fraser Jackson |
| Integrated Producer | Gillian Morrison |
| Producer | Kristine Lippett |
| EVP Strategy | Anna Percy-Dove |
| Strategy Director | Paul Hanlon |
| Strategist | Simran Kaur |
| 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 |
| President | Andrea Cook |
| SVP, Director of Global Communications & PR | Melanie Mitchem |
| Agency | FCB/SIX |
| Editor | Jeff Poremba |
| Editor | Colin Murdock |
| Assistant Editor | Shane Preston |
| Executive Producer | Yumiko Suyama |
| Executive Producer | Kristen Van Fleet |
| Media Agency | Initiative |
| PR manager | Shannon Stephaniuk |
| PR Agency | Glossy |
| Music & Sound Design | Grayson Matthews |
| Music Producer | Mark Domitric |
| Sound Engineer | Vlad Nikolic |
| Media Producer | Nicholas Shaw |