Marketers Elevating the Black Community

The iconic Cadillac brand has a rich and storied history as a mark of excellence, and over the years has become a symbol of achievement and success in the Black community. To drive brand and cultural relevance with this community, the brand wanted to create an audio campaign that enabled Cadillac to celebrate the important milestone of hip-hop’s 50th anniversary.

Heineken rebranded one of its its beers, Red Stripe, using the drink’s Afro Caribbean heritage and influences.

Penguin Random House created an eight-episode podcast to introduce a new generation of BIPOC and white readers to author and Civil Rights activist James Baldwin, generating more than 11,500 podcast downloads through organic, non-paid promotion.

In the wake of Ahmaud Arbery’s heinous murder, adidas created a three-part docuseries meant to shine a light on dangers and discrimination Black individuals face while performing simple activities like running.

Dove partnered with LinkedIn to combat race-based hair discrimination in the workplace.

Genealogical service Ancestry strove to assist African Americans trying to uncover their family histories, inspiring their efforts with a documentary film.

Dove and LinkedIn continue their efforts to pass the CROWN Act in all 50 states and end race-based hair discrimination in the workplace.

ESPN leveraged its partnership with the NBA to expand its Champion Black Businesses (CBB) initiative to provide exposure, guidance, and financial support to Black businesses and dismantle systemic barriers to their success.

McDonald’s supported “change leaders” striving to make a difference in the Black community.

Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.

One Hundred Black Men of New York created an OOH campaign illustrating how the organization opens doors for African Americans in New York.

Ancestry showcased its ability to uncover the family histories of Black Americans with a moving, long-form film with widespread digital distribution.

Hair discrimination is prevalent and has a lasting impact on Black girls. Dove believes that no one should be denied employment or an education because of their hair. Through the “As Early as Five” campaign, Dove is urging everyone to take a stand to make race-based hair discrimination illegal.

Ally Bank teamed up with Warner Bros. Discovery, DC, and Milestone Media to create “The Milestone Initiative,” a program empowering the next generation of Black and diverse comic creators to tell authentic and diverse stories.

8:46 Films is a platform created to showcase up-and-coming Black filmmakers and to honor the legacy of George Floyd and reclaim the last eight minutes and 46 seconds of his life with stories of joy and love told by Black storytellers and filmmakers.

Black & Abroad created a Black Elevation Map to pinpoint where Black-owned businesses and cultural institutions are most likely to be present, absent, and in what abundance.

AARP took a unique and ownable approach to Black History Month by developing a national brand campaign that highlighted Black leaders making history now.

AT&T celebrated those members of the Black community who were working to build a better future.

Chicago advertising agency O'Keefe Reinhard & Paul strove to promote shopping at Black-owned businesses on the day after Thanksgiving.

The city of Chicago strove to promote voting within its Black community by creating voter registration booths that featured artwork inspired by the protests that George Floyd’s murder sparked.