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 | Others |
| Length | |
| Market | Canada |
| AI Description | The ad shows a smartphone held in a hand displaying an app screen for a campaign titled "Go Back To Africa." The phrase, commonly used as a racial slur, is being repurposed to advocate for pan-African tourism by Black & Abroad. The campaign uses social media to transform negative messages into positive, designer approaches showcasing Africa's beauty, diversity, and vibrant landscapes. The visual aesthetics are sleek and minimalist, focusing on clarity and impact, while the message emphasizes empowerment and inclusion for Black travelers. |
| 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 |