Go Back To Africa
Award: Black Pencil
Black Pencil / Digital / Creative Use of Social Media / 2020
Award: Yellow Pencil
Yellow Pencil / Media / Use of Digital
Award: Graphite Pencil
Graphite Pencil / Digital / Creative Use of Data
Award: Wood Pencil
Wood Pencil / Digital / Integrated Digital Campaigns
A pan-African tourism campaign for Black & Abroad that turns the racial slur ‘go back to Africa’ into an uplifting call to action.
What did the judges have to say?
What gave it the extra edge was using AI technology to pool Black travellers from across the web and show that this is a reality and it’s not being represented.
Shula Sinclair, Global Head of Strategy, Spark Foundry
Go Back to Africa has shown the new ethics of the internet to stop the infection of that negative language. Instead of using data just for marketing goals the work utilises data and technology to turn the racial slur ‘go back to Africa’ on its head into an uplifting call to action.
Yasu Sasaki, Head of Digital, Creative and Executive Creative Director at Dentsu Inc.
Are you credited on this winning entry?
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