Black & Abroad - "Go Back To Africa"

FCB/SIX

FCB/SIX New York, United States

9155

This ad is part of the ACT Responsible Collection

Brand: Black & Abroad
Country: United States

Advertiser: Black & Abroad

Title	Go Back To Africa
Agency	FCB/SIX
Campaign	Go Back To Africa
Advertiser	Black & Abroad
Brand	Black & Abroad
Date of First Broadcast/Publication	2019 / 4
Business Sector	Travel Agencies, Tour Operators
Story	Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveler, hijacks the racialized and derogatory phrase “Go back to Africa” (#GoBackToAfrica) for a pan-African tourism campaign. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative.
Media Type	Others
Length	60 seconds
Market	Canada
Post Production	Rooster Post Production
Executive Creative Director	Ian Mackenzie
Associate Creative Director	Frederick Nduna
Associate Creative Director	Andrew Bernardi
Copywriter	Curtis Chapman
Designer	Ramon Charles
Account Director	Fraser Jackson
Integrated Producer	Gillian Morrison
Producer	Kristine Lippett
EVP Strategy	Anna Percy-Dove
Strategy Director	Paul Hanlon
Strategist	Simran Kaur
Data Analytics Manager	Andrew Yang
Data Analyst	Abdul Dau
VP, Head of Data and Technology	Jacob Ciesielski
Product & Technology Solutions	John Sime
Front End Developer	Heung Lee
President	Andrea Cook
SVP, Director of Global Communications & PR	Melanie Mitchem
Agency	FCB/SIX
Editor	Jeff Poremba
Editor	Colin Murdock
Assistant Editor	Shane Preston
Executive Producer	Yumiko Suyama
Executive Producer	Kristen Van Fleet
Media Agency	Initiative
PR manager	Shannon Stephaniuk
PR Agency	Glossy
Music & Sound Design	Grayson Matthews
Music Producer	Mark Domitric
Sound Engineer	Vlad Nikolic
Media Producer	Nicholas Shaw