BACKGROUND
Well... where are they?
Unfortunately, this question is asked in most of the spaces we end up in. The One Club for Creativity sought to find answers 10 years ago by holding a diversity conference for advertising professionals of all levels. After seven years of their declarative name change to "Here Are All the Black People," the conference is bringing the "W" back, because now more than ever the question still remains
Where are all the black people?
1992
5.2%
of advertising professionals identified as African-American or Black
2020
7%
of advertising professionals identified as African-American or Black
PROBLEM STATEMENT
Even though Black talent has been available, they haven’t been hired, and if they have been hired, they haven’t been nurtured, promoted, or mentored.
The truth is the industry has remained comfortably white and conveniently Black.
It’s time that the industry skip the performative bs and do the real work
SOLUTION
Our team created a campaign that would live past the conference and become a permanent resource for POC
We wanted to make a campaign that asked the industry to take a look at themselves and show us what you're made of.
01 | NUTRITION FACTS
Easily Digestible
We wanted to use messaging that not only would be impactful but understood quickly.
Most of the data we were finding were in plain infographics or pages of paragraphs so we
found a way to switch it up a bit.
MANIFESTO
Like a balanced diet needs variety
An ad agency needs a multitude of perspectives
Bread can't be made with just flour and agencies
can't make great work with just white people
If we want to change advertising's makeup
we need to know where we stand
How healthy is the industry?
We'll show the ad world, and those who want to
work in it, exactly what it's made of in a format we
can all understand
Show us the nutrition facts.
LABEL
SOCIAL
Social posts will be made giving a look into agency's nutrition facts.
Ex. company size compared to % of white and black employees.
02 | MICROSITE
Designing a Resource For Change
We didn't want the Nutrition Fact posts to be another passing fad, so we created a microsite that anyone can access - anytime. Each agency will be given a grade backed by data powered by Glassdoor.
AGENCY PLEDGE
Living within the microsite is also a pledge giving agencies the chance to show that
they are undertaking strides to improve their diversity.
03 | BRANDING
Showing What the Conference Is Made Of
We used this campaign to promote the conference through messaging
and eye-opening industry statistics.
04 | BOOK
The Real Questions
Those attending the conference will be provided with a digital booklet that is part resource, part art piece. The book will contain questions POC might want to ask agencies but are truly questions agencies should be asking themselves.
Each page will be uniquely designed by a Black creative.
05 | SOCIAL
Show out and show off
Although people weren't able to see each other in person this year, we wanted to include branded filters so participants can showcase themselves as the queens and kings they are.
AR FILTER
Try it out! Free of charge
NEXT PROJECT
Reset in stone
Dani Loleng - XD
Dinma Onyekwere - CBM
Malcom Richardson - CW
Nana Dadzie - ST
Sheila Villalobos - ST
Will Curtis - CW
Angel Song - CBM
Alex Daniel - ST
David Ligon - AD
REFLECTION
Something bigger.
This project really came together in the fourth quarter and couldn't be more proud of it. Pretty shortly after we finished, One Club for Creativity launched their name change using creative from our work. This team wasn't afraid to push past what was asked of us and couldn't of done it without any of them and the WAATBP founder himself, Jimmy Smith.
THE CREW
Photoshop
Illustrator
Figma
Spark AR
TOOLKIT
Two Week, Team Project
TIMELINE
Concepting
UX/UI
Branding/Identity
MY ROLE
OVERVIEW
My team created the campaign for the 2020 WAATBP Conference and created a robust resource for POC in the advertising industry.
