In The Weekly Marketing Roundup: 06/03/2020

In this Weekly Marketing Roundup: 06/03/2020 we look at how Black History Month is celebrated through marketing ads & campaigns honoring it. Take a look! #blackhistorymonth #marketingnews #sydneydigitalmarketing #digitalmarketing #weeklymarketingroundup Thank you for tuning into this Weekly Marketing Roundup: 06/03/2020. Here we look at how Black History Month is celebrated through marketing ads & campaigns honoring it. 

#BlackHistoryMonth

February is the #BlackHistoryMonth. Since the 1970s countless celebrations of African American history and achievements took place. Starting from Black History Minutes on local television stations to the pronouncements of U.S. presidents.  This month gives a 28-day window designed to highlight the contributions black Americans made to the historical legacy, current progress, and future of the world. Its value rests on the reality that 400 hundred years of slavery, decades of racism and segregation resulted in the ignoring, belittling and often ignorance regarding the contributions of black Americans. Most importantly, black slaves were considered property, not citizens. American companies want to honor #BlackHistoryMonth by creating ads and campaigns.

Google

#TheMostSearched Google set off with their campaign already on the 26th of January: ‘The Most Searched: A Celebration of Black History Makers’. Firstly, it was aired during the Grammy’s and was widely celebrated, portraying black excellence. The 90-second spot features the most searched African-Americans who made history – including abolitionist Frederick Douglass, musician Louis Armstrong and poet Maya Angelou – and the moments that defined it, like the Montgomery bus boycott and Martin Luther King Jr.’s “I Have A Dream” speech.  The ad was built from “aggregate Search trends data” to identify “black icons, events, and movements that were the most searched within a specific category or field in the U.S.,” said Shea Jackson McCann, Google creative strategist, in a blog post.

 

Nike

Nike+Blackhistorymonth #nike Nike’s first product for #BlackHistoryMonth was released in 2005 and it was a limited-edition Air Force 1. This has evolved into a yearly collection, each celebrating African American heritage and a more inclusive world for all athletes. African patterns were an inspiration for the 2020 BHM collection, which was highlighted by iconic Nike, Jordan, and Converse silhouettes. It was brought all together onto modernized prints in a theme of Afro-futurism in sport. Nike says:

‘BHM ’20 represents a new vanguard of leaders making moves toward the future they believe in— individual moments adding up to something greater and connecting us in pursuit of our goals.’

The #BlackHistoryMonth theme at NIKE, Inc. is “Afro-Globalism,” signifying the connections between the African American and diaspora community through sport and culture. Nike started employee activities led by the Black Employee Network (BEN) & Friends. They held a discussion moderated by Alero Akuya, North America Senior Director Olympics, Athletes and Purpose Marketing, about pursuing a future where we all win. The panel included Asha Harper, Nike Footwear Designer, and BHM cast members Ingrid Silva, Professional Ballet Dancer; Shani Crowe, Hair Artist; and Scottie Beam, Media Personality and Model.

Apple

apple+blackhistorymonth #todayatapple Apple’s #BlackHistoryMonth initiative ‘Today at Apple‘ is made out of over 40 sessions where customers can “learn from dynamic creators who are changing cultural narratives through visual arts, photography, poetry, dance, film, and more.” #todayatapple gives rising artists an opportunity to showcase their creativity all year long, but Black History Month offers even more inspiration. The month starts with visual artist and print designer Ebony Bolt sharing her creative journey at Apple Williamsburg in Brooklyn. Ebony designed the cover art for the #BlackHistoryMonth session collection (also pictured above) and will show how to make one of her design templates on iPad with Apple Pencil. The sessions will differ from place to place. For example, one such announced session at NYC store is a Music Lab with Chief Ayanda Clarke of THE FADARA GROUP:

Create custom Afrobeats in GarageBand with master percussionist Chief Ayanda Clarke of THE FADARA GROUP. He’ll share his creative journey and talk about how culture, tradition, and spirituality inform his work. You’ll get hands-on with GarageBand on iPad to craft beats and loops in a polyrhythmic style.

Spotify

spotify+blackhistorymonth amplifyblackculture unapologetic Spotify’s Black History is Now focuses on the cultural impact that people of color have always played in music. Through a series of activations and experiences, Spotify aims to inspire people to discover and celebrate Black music and artists who defined global culture. Above all, Spotify’s BHM initiative should honor both the artists and songs that we hold dear. From Spotify:

In 2018, Spotify launched Black History Is Now to recognize and celebrate Black creators and culture all year long—not just in February. Over the past two years, the program has seen collaborations with artists Janelle Monáe and Pharrell Williams.  As well as distinguished designers Joy Miessi and Brandan “BMike” Odums. In 2020, we’re elevating and evolving Spotify’s mission to focus on the cultural impact that people of color have always played—all through the lens of music.

Facebook

 

Facebook celebrates #BlackHistoryMonth with a 60 seconds video performance of the Black national anthem, “Lift Every Voice and Sing” – sometimes referred to as the “Black National Anthem”, performed by singers from various Facebook Groups, along with girl group June’s Diary. The spot was created by the Facebook Creative X team and is part of the ongoing More Together campaign. Their creative work was also shown during the recent Grammy Awards, the Super Bowl LIV, and the Academy Awards.

The social network added that the spot was filmed in a school “to show reverence to the voices of the past, the voices of the present and to signal the promise of future generations of black Americans,” and the song’s performance shows how everyone’s voice matters in creating a movement to change society, from Martin Luther King Jr. to lesser-known people today.

 
 

 

72 and Sunny

72andsunny+blackhistorymonth 72NY BHM

72X x BHM For The Love Of Being Black is the series of videos made by 72andSunny to celebrate Black History Month. It tells the stories of its staff to inspire reflection in the industry.

72andSunny:

For Black History Month we told the human stories of the Black folks in our office in hopes that it inspires the industry to reflect, answer those questions honestly and start collectively doing the work to make advertising as a whole more equitable.  

 

Airbnb

This Black History Month, Airbnb celebrates the Black community by publishing their “Airbnb Black Travel List”, honoring 18 Black travel leaders who are breaking barriers and inspiring people to explore the world. Janaye Ingram, Airbnb’s Director of National Partnerships:

“We are thrilled to announce the inaugural ‘Airbnb Black Travel List’ and recognize such a visionary group of Black travel leaders. These travel honorees are making travel more accessible for the Black community and inspiring people of color to travel around the world,”

There is a wide range of Experiences that celebrate the Black community across the United States and Canada. Take a sneak peek, here are just a few examples: Saada Ahmed, Everyday People @everydayppl Kenyan-born, Atlanta-raised Saada Ahmed is the co-founder of Everyday People.  An event series in New York City focused on community, music, activism, and wellness. Labeled “The World’s Coolest Day Party” by Vice, and “A Daytime Dance Party that Celebrates Black Diversity” by The New York Times. Everyday People has become an international cultural phenomenon. It was thanks to its hugely popular day parties in New York City, Los Angeles, and Miami. Additionally, the company produces special events in a variety of locations in partnership with local communities and influencers.  Dr. Lezli Levene Harvell, Iconoclast Dinner Experience @doctorlezli @icondinner Lezli Levene Harvell is a board-certified pediatric dentist. She has spent her career providing oral healthcare to healthy, medically compromised, and special needs children. Along with a passion for good health comes Dr. Lezli’s fervor for good food––and breaking the antiquated industry traditions that go along with it. Levene Harvell, a dual citizen of the United States and Jamaica. She is the creator and curator of The Iconoclast Dinner Experience.