BLACK MAKES A WAY
2021 - Facebook
Creative Lead
Facebook app celebrates and supports the Black community throughout the year through Black Community Programs as well as during cultural moments such as Black History Month. These ongoing commitments honor the power of the collective while taking an inclusive, supportive stance for the community.
For Black History Month this year, we wanted to ensure a cohesive cross-app strategy. The unifying insight driving the work across our app surfaces throughout the month is History is made every time Black excellence perseveres in the face of inequity and we wanted it to come to life through Facebook Groups, video content, discovery and expression tools. The creative idea Black Makes A Way is a celebration of diverse Black communities in their quest for progress and celebrates stories of people using our platform and products to positively drive equity and change. The idea is inspired by the phrase “making a way out of no way” which is rooted in and understood by the Black community to refer to the many ways Black culture perseveres.
In celebration of Black History Month, last week the Facebook app social team launched our hero anthem film, "You So Black." This work was featuring a rendition and performance from poet and activist Theresa tha SONGBIRD. Her amazing poem "You So Black" serves as an uplifting celebration of the communities and Groups that work every day to drive equity and inclusion within the Black community. As we celebrate the every day heroes past and present, this Black History Month we acknowledge that history is made every time Black excellence perseveres in the face of inequity.
FILM - Our spot was directed by Jason Harper.
AWARDS
Cannes Lions - “Black Makes a Way” - BRONZE Film / Single-market Campaign
ONE Show - Online Films & Video – Long Form – Single
ONE Show - Social Channel – Single Platform
PRESS