Black Black Friday
Black people make up 8% of Seattle’s population, but own less than 1% of its businesses. So, we co-opted America’s biggest commercial holiday to highlight local, Black-owned businesses and incentivize intentional spending with a card that saved shoppers 20%—without costing those businesses a dime.
client: agency self-initiated project
media: OLV, DTV, OOH, social, activation
industry: non-profit
market: local/regional
role(s): CD—creative direction, art direction, design
media: OLV, DTV, OOH, social, activation
industry: non-profit
market: local/regional
role(s): CD—creative direction, art direction, design
Case Study
To spark a movement that could inspire a city, we rooted our message in the community we call home from local Black artists lending their talents to business owners who shaped the work every step of the way.
Then we spread the word anywhere and everywhere we could. We recieved over $2M in donated media across OTT, DTV, digital video, OOH, print and more.
The love poured in from around the Puget Sound and the mayor officially declared Nov. 24, 2023 Black Black Friday.
:30s Spot