ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
UX / UI / User Experience Design
Annual ID
ADC102_INT031M
About the Work
BLACK & ABROAD AT HOME
Black & Abroad is among the world’s most prominent niche-audience travel brands. Known for its international trips to Latin America, Europe and Africa – and its provocative “Go Back To Africa” campaign – global shifts in the tourism industry created an opportunity to focus on domestic travel. With Black-owned businesses disproportionately affected by the pandemic (McKinsey), and the brand’s audience at the center of a retraumatizing conversation about systemic racism, we also saw an opportunity to provide uplifting ways for travelers to interact directly with America’s vast network of Black-owned businesses and cultural organizations.
OBJECTIVES
Build the brand’s domestic travel credentials.
Stimulate interest in Black-centered domestic travel.
Create a cultural counterpoint to Black pain narratives.
INSIGHT
When marginalized communities navigate the world, they're asked to do so using tools that prioritize someone else’s worldview. Change the tools, and you could change the experience.
THE BLACK ELEVATION MAP
An uplifting domestic travel utility for Black & Abroad that visualizes Black cultural data as elevation. The greater the density of data, the higher the elevation.
See the heights of the culture at BlackElevationMap.com.
DATA VISUALIZATION
At the center, a visualization of +330,000,000 points of data, which through exploration reveals insights about population distribution, and where Black-owned businesses and cultural institutions are likely to be present, absent, and in what abundance.
BLACK TRAVEL SOCIAL FEED
The map also contains a feed that pulls in Black travel-related social media conversations from Twitter and Instagram based on hashtag use.
TRAVEL UTILITY
Functionality includes the ability to geolocate, create “favorites” lists, “Add to map”, search, a freestyle explore mode, +30,000 discoverable points of interest, a Black-travel social feed, and integrates with other mapping platforms to facilitate routing and directions.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Performance Art / Toronto
Design Firm
Vocal Type Co. / Washington D.C.
Digital Agency
Reprise Canada / Toronto
PR / Marketing Agency
Glossy Inc. / Toronto
Client
Eric Martin
Kent Johnson
Client / Brand
Black & Abroad / Atlanta
Production Company
Alfredo Films / Toronto
Music / Sound Production Company
TA2 Sound + Music / Toronto
Post Production Company
Alter Ego / Toronto
Chief Creative Officer
Ian Mackenzie
Designer
Emily Plewes
Director
Kelly Fyffe-Marshall
Director of Photography
Shivam Pandya
Editor
Michael Ofori-Attah
Executive Creative Director
Colin Craig
Account Supervisor
Ricky Gunawan
Associate Creative Director
Benson Ngo
Pedro Izzo
Chief Executive Officer
Andrea Cook
Program Manager
Kaylen Dillon
account director
Jon Rae
Agency Partner
Meta / New York
Analytics Analyst
Abdul Dau
Analytics Manager
Anil Iqbal
Audience
Kinesso / New York
Chief Operations Officer
Elizabeth Sellors
Consultant
Gigi Basanta
Digital Producer
Darwin Garcia
Experience Delivery Lead
Nzegwhua Anderson
Experience Designer
Leon Mullings
Full Stack Developer
Cody Schreiber
Group Director, Product Development
Arnaud Icard
Interface Developer
Heung Lee
Junior Analyst
Shaista Meghji
Lead Developer
John Iacoviello
Media agency
Initiative Canada / Toronto
Quality Assurance Analyst
Nataliya Vislyanska
Quality Assurance Lead
Natalia Zadorozhna
Senior Experience Designer
Joe Szabo
Senior Technical Architect
Valerian Nasqidashvili
Solutions Consultant
Kaivalya Kashyap
SVP, Head of Strategy
Priyanka Goswami
SVP, Managing Director
Jordan Dinning
Technical Solutions Consultant
Suraj Patel
VP, Strategy
Kirk Linkletter
VP, Technology
Stuart Cheesmond
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