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Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS_CE21_002G
About the Work
A HISTORY OF VIOLENCE
Between 1525 and 1866, more than 12.5 million African people were taken from their communities, loaded onto ships, brought to the West, and forced into slavery. Today, systems of oppression endure – including racialized language such as the “n word” and the slur, “Go back to Africa,”.
Black & Abroad is an American travel brand serving members of the Black community. In efforts to merchandize African destinations to its target, it has found two key challenges:
1. Widespread misperceptions of Africa as a dangerous, undesirable destination.
2. Lack of representation of Black travelers in commercial travel imagery.
INSIGHT:
When someone with racist intent says “Go back to Africa,” it’s hurtful. But if you could change the context, you could also change the meaning.
IDEA
A pan-African tourism campaign that turns the racial slur "Go Back To Africa" into an uplifting call to action.
EXECUTION::
We hijack hateful uses of the phrase “Go Back To Africa” as they happen on Twitter, redact the racist context, then use them as provocative, thought-provoking content for hyper-targeted ads for each of Africa’s 54 countries.
The ads drive to GoBackToAfrica.com – mobile hub designed to address the lack of representation in commercial travel imagery. A first-of-its-kind content platform, GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built with the express purpose of showing members of the Black community traveling in Africa.
The platform is powered by our algorithmic and A.I.-powered media-management utility, which allows us to turn raw social media material into campaign assets, at scale. The same content that populates GoBackToAfrica.com, becomes an archive of source content for our remaining campaign materials.
Combined with Acxiom’s targeting platform, we are able to locate members of the Black community who have a propensity for travel and then serve hyper-relevant interest-targeted programmatic banners.
Between 1525 and 1866, more than 12.5 million African people were taken from their communities, loaded onto ships, brought to the West, and forced into slavery. Today, systems of oppression endure – including racialized language such as the “n word” and the slur, “Go back to Africa,”.
Black & Abroad is an American travel brand serving members of the Black community. In efforts to merchandize African destinations to its target, it has found two key challenges:
1. Widespread misperceptions of Africa as a dangerous, undesirable destination.
2. Lack of representation of Black travelers in commercial travel imagery.
INSIGHT:
When someone with racist intent says “Go back to Africa,” it’s hurtful. But if you could change the context, you could also change the meaning.
IDEA
A pan-African tourism campaign that turns the racial slur "Go Back To Africa" into an uplifting call to action.
EXECUTION::
We hijack hateful uses of the phrase “Go Back To Africa” as they happen on Twitter, redact the racist context, then use them as provocative, thought-provoking content for hyper-targeted ads for each of Africa’s 54 countries.
The ads drive to GoBackToAfrica.com – mobile hub designed to address the lack of representation in commercial travel imagery. A first-of-its-kind content platform, GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built with the express purpose of showing members of the Black community traveling in Africa.
The platform is powered by our algorithmic and A.I.-powered media-management utility, which allows us to turn raw social media material into campaign assets, at scale. The same content that populates GoBackToAfrica.com, becomes an archive of source content for our remaining campaign materials.
Combined with Acxiom’s targeting platform, we are able to locate members of the Black community who have a propensity for travel and then serve hyper-relevant interest-targeted programmatic banners.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Digital Agency
FCB/SIX / Toronto
PR / Marketing Agency
Glossy Inc. / Toronto
Music / Sound Production Company
Grayson Matthews Audio Design / Toronto
Post Production Company
Rooster Post / Toronto
Media Distribution Company
Initiative Media
Associate Creative Director
Andrew Bernardi
Frederick Nduna
Chief Creative Officer
Ian Mackenzie
Chief Technology Officer
Jacob Ciesielski
Designer
Ramon Charles
Editor
Colin Murdock
Jeff Poremba
Executive Producer
Yumi Suyama
Strategist
Simran Kaur
Writer
Curtis Chapman
Assistant Editor
Shane Preston
Account Director
Fraser Jackson
Data Analyst
Abdul Dau
Director of Integrated Production
Gillian Morrison
Director, Strategy
Paul Hanlon
EVP, Strategy
Anna Percy-Dove
Front-End Developer
Heung Lee
Junior Producer
Kristine Lippett
Media Producer
Nicholas Shaw
Music Producer
Mark Domitric
President
Andrea Cook
Product & Technology Solutions
John Sime
Public Relations
Shannon Stephaniuk
Senior Manager, Data Analytics
Andrew Yang
Sound Engineer
Vlad Nikolic
SVP, Director of Global Communications & PR
Melanie Mitchem
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