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The Power of Sanctuary

Objective

Promote Lincoln’s efforts to support programs and organizations with missions that shine a light or stand in the gap for the health inequities facing African American women

Solution

The first step in taking action is listening. In 2020, we created Lincoln Listens First a conversation series with Angela Rye and some of the brand’s closest allies, to discuss the issues facing the AA community during a volatile time of civil unrest and a worldwide pandemic. We followed up on those conversations, tapping into Angela Rye again and prominent leaders in the fight against health disparities in the Black community.

We Do

Objective

African American challenge seekers aspire to be more badass. They want to be free outdoors but often avoid risky behavior and experiences. Establish Bronco as an aspirational outdoor lifestyle brand and the ultimate guide to help people reconnect with and fully experience the wild.

Solution

We tapped into mutual interest and support organizations, Black Girls Run, Black Girls Do Bike and Outdoor Afro, to encourage black women to feel comfortable in exploring activities that defy long-held stereotypes. These organizations reassure them that they are not alone in their passions, inspiring the courage to adventure beyond the boundaries of the expectations of others.

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Solid Black x Eat Okra

Objective

Reveal the commitment of Doritos playing an active role in changing the narrative around the Black experience by creating programming that provides meaningful long-term support and investment into communities of color

Solution

SOLID BLACK: a disruptive proliferation of the Black voice through arts & culture. Featuring the story of 7 Black change makers, we set out to inspire and enable the bold expression of Black artists in safe spaces by amplifying the strength of Black Joy and emboldening the artistic contributions, drawing the parallelisms that are trauma and injustice, further away from preconceived notions.

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D-Nice on Black Music Month

Objective

After a successful launch of the 2021 Ford F-150 TV spot “Work It Out” featuring DJ D-Nice, lean into this existing relationship to further drive a connection and relatability to AA consumers.

Solution

Feature a day in the life of DJ D-Nice as he prepares to launch his new Album, Club Quarantine and launch the content during Black Music Month, connecting with the African American consumer through music, a passion point for this audience.

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Solid Black x Eat Okra

Objective

Reveal the essence and commitment of Doritos playing an active role in changing the narrative around the Black experience by creating programming that provides meaningful long-term
support and investment into communities of color beyond the current moment

Solution

SOLID BLACK: a disruptive proliferation of the Black voice through arts & culture. Featuring the story of 7 Black change makers, we set out to inspire and enable the bold expression of Black artists in
safe spaces by amplifying the strength of Black joy and emboldening the rich, artistic contributions, drawing the parallelisms that are trauma and injustice, further away from preconceived notions.