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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.

CAMPAIGN

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.