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 |
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 |