Cannes Lions – Creative Data | Social Data & Insight – Grand Prix
Agency of the Year Awards – Digital Campaign of the Year
Strategy Awards – Grand Prix
ANDY Awards – Bravery – Gold
London International Awards – TRAVEL – Gold
D&AD Impact – Equality and Diversity – White PENCiL
Epica Awards – Integrated Campaign – Gold
Client: Black & Abroad
Agency: FCB SIX
Role: Sr. Art Director
I was working on a freelance assignment at CBC when I got the call from my friend Ian Mackenzie asking me to help map out & design a campaign focused on changing the phrase, “GO BACK TO AFRICA”. Right away I was both intrigued and also cautious about how that might land, especially as a Black man working on a campaign like this. To be honest I was hesitant at first but I thought it was a great idea and it had the potential to ruffle some feathers : ) I loved that and I never liked staying within my safe zones, and I loved the idea of this project, so I decided to join the effort.
Our approach was a war room creative style and there were many ideas thrown out. The team on this was great and Ian had a great way of listening and expanding our ideas. I brought many treatments, insights and pushbacks to the table, but all in the name of making the creative stronger. Within all that I was very mindful of the tone, and POV of our messaging. My perspectives definitely helped steer this creative in new directions and contributed to the collective knowledge and resources which helped to expand each layer. I loved getting my hands dirty, and luckily I have a thicker skin than most when it comes to sifting through hateful tweets : ) Diving into those dark parts were so necessary in giving the creative more weight and urgency. I also soaked in so much good…about Africa, it’s countless gems, the many places and communities & visitors that have gone unseen.
Unseen from who though? From what lens? We’ve been trained to look at the world through colonial eyes. We’ve been trained to see Africa as hunger, starvation, disease, violence, corruption and the list goes on. Someone who says “GO BACK TO AFRICA” isn’t telling you to go back to paradise. It is coming from a hateful, ignorant place…steeped in hate and ignorance. It is coming from people know don’t know the other side of Africa, the beautiful side, the magical side full of natural and cultural richness. These are the misconceptions that need to be confronted head on. Those were the pieces that intrigued me about changing the narrative on GBTA. These conversations aren’t always easy to have and pieces like this have the opportunity to start those conversations. Such pieces are are confrontational, disruptive and educational, and so necessary.
I’m proud of this work and FCB for having the courage to bring a campaign like this to life and also to Black & Abroad for the trust and faith to see it all through.
