Adweek spotlighted a film commemorating the 10th anniversary of Black Lives Matter created by a Black affinity group from Wieden + Kennedy. The story also mentioned projects hatched by other ERGs at the White advertising agency.
Hey, April will mark the 14th anniversary of the late Dan Wieden acknowledging Adland is “fucked up” in regards to diversity. Don’t expect a film on that milestone moment.
As Black Lives Matter Turns 10, Wieden+Kennedy’s We+Black Reflects On a Decade of Change
The agency debuts an emotional film in observance of special anniversary
By Sara Century
July will mark the 10th anniversary of the widespread use of the phrase “Black lives matter.” Initially spoken by Alicia Garza, who, alongside Patrisse Cullors and Opal Tometi, founded the movement of the same name, these words have inspired millions worldwide and continue to fuel the most important protests of our time.
Looking back over a decade of impact, Wieden+Kennedy Portland’s Black affinity group, We+Black, has created a film tribute to this historic anniversary titled We Still Matter. Featuring clips of interviews with W+K employees, the nearly 3-minute short begins with the emotional response they experienced in light of the acquittal of George Zimmerman, who claimed self-defense in the killing of 17-year-old Trayvon Martin.
Audio clips of news broadcasts announcing the results of the trial are met with sounds of growing resistance and the chant of “Black lives matter” as these W+K employees gaze head-on into the camera. Set to the tune of original music from W+K employee Nukbeatz (David Henry Jr.), participants share personal reactions to cases of police brutality, including the killings of Mike Brown and George Floyd, as well as the incredible acts of protest that occurred as a result.
Three words that changed the world
“The protests that are happening, not just in the U.S. but seeing that it went global, was honestly just the most beautiful thing to see,” one narrator says. “There are Black 10-year-olds in America who have existed in a world where they’ve constantly just been told that they matter. That’s amazing,” another narrator continues.
This is a continuation of W+K’s employee-helmed films created without clients, including “The Myth,” which combated anti-Asian hate by rejecting the expectations of being a “model minority.” Meanwhile, WKNY’s Black ERG, Noir, delved into the complex feelings the BIPOC community has toward Juneteenth in “Juneteenth Thoughts.” This follows an art show in Portland, also titled “We Still Matter,” a week before the video’s release.
In addition to “We Still Matter,” We+Black is working in partnership with Portland’s public transportation system on an OOH campaign that will last beyond Black History Month through the rest of the year, highlighting local Black-owned businesses.
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