For The Africa Center, home isn’t just a place–it’s a feeling. Located in New York City’s iconic Harlem neighborhood, The Africa Center exists as a cultural bedrock focused on centering African people on the continent and across the diaspora. Through its programming, the institution amplifies African history, heritage, and global influence, and offers a deeper understanding of contemporary Africa through authentic engagement with African culture and people living in communities across the world.
Droga5 New York created an inaugural brand campaign, “Home is Here,” which establishes The Africa Center’s role as a place for belonging and co-creation of the future of both community and continent. Highlighting the diversity of communities and experiences of Africans and those of African descent, the campaign kicks off with this :60 directed by Jared Malik Royal via Moxie Pictures. The film serves as an open invitation for Kinfolk to connect with their unique feeling of home at The Africa Center.
Launched the week of Juneteenth, the film is set throughout Harlem to capture sentimental moments that showcase common threads amongst a shared past and ancestry between Africans and those of the African diaspora.
Credits
Client The Africa Center Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Courtney Richardson, creative director; Gabe Santana, Roselyn Pia, copywriters; Germany Lancaster, Martha Gill, art directors; Ana Rice, associate designer; Mike Hasinoff, executive producer, film; Kenya Agunloye, producer, film; Mike Ladman, sr. music supervisor; Teia Meigneux, producer, interactive; Harry Roman-Torres, chief brand strategy officer; Claudia Vitarelli, Justin Clagette, sr. brand strategists; Isaiah Brown, brand strategist. Production Moxie Pictures Jared Malik Royal, director; Evan Burris Trout, DP; Michael Lenic, exec producer; Jake Riswold, production coordinator. Casting Nina Day Editorial Work Editorial Niles Howard (Kid Sister), editor; Julian Laing, assistant editor; Erica Thompson, exec producer; Samara Kelly, producer. Postproduction Nice Shoes Kaya Ono, Flame artist; T.J. Sponzo, exec producer; Serena Bove, producer. Color Electric Theatre Collective Luke Morrison, colorist; Oliver Whitworth, exec producer. Music James Tillman Song: “Ways” Audio Significant Others/Machine Sound T. Terressa Tate, sound engineer; Alek Rost, head of production. Experiential Production Company DotDot Kate Stevenson, creative producer; Chris White, design director; Elizabeth Perez, producer; Chris Liu, developer; Jacques Foottit, technical director; Chris Andersen, art director. Interactive Production Company Second Child Nereida Valles, graphics producer; Lisa Bishai, quality control manager; Hoyo Yiu, quality control specialist; Emmanuel Perez, George McAvoy, production artists; Laura Standley, head of copy & language services; Andrew Waldron, managing editor of copy & language services; Eric McQuade, sr. copy editor.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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