The One Show
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Category
CSR - Television / Television (Any Length) - Single
Annual ID
FI16214M
About the Work
‘White Squad’–the faux company that offers white privilege on-demand for people of color–is a quick-fix for systemic inequality, but not the one we really need. As the campaign says, "White privilege is real. White Squad is fiction." The purpose behind the project was to speak uncomfortable truths concerning racial bias in an entertaining fashion, sparking discussion, while moving viewers to thought on matters many would just as soon ignore. We launched the campaign with a single TV spot that aired during high profile programming across MTV, Comedy Central and Spike TV. Viewers were shocked to see an ad for such a controversial service playing during their favorite hit shows. “#WhiteSquad” began trending on twitter and across social media within hours of its launch. The commercial directed people to a website where they learned the real mission behind White Squad, offering up facts, information and ways to help.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Party NY / New York
Design Firm
Nomad Editing Co. / New York
Production Company
Reform School / NY + Los Angeles
Creative Director
Jamie Carreiro
Designer
Eiji Muroichi
Director
Evan Silver
Howard Grandison
Editor
Tyler Peck
Executive Creative Director
Masa Kawamura
Writer
Jamie Carreiro
Agency Producer
Jamie Nami Kim
Creative Team
Qanta Shimizu
Music / Sound
Rob Corso
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