A Team of Black Creatives Designed Frito-Lay's 'The Block' Campaign
Niko Pajkovic — January 21, 2022 — Social Good
References: fritolayjoyfullyblack & adweek
As part of Frito Lay's '#JoyFULLYBlack' initiative, the iconic snack food brand has teamed up with media company Revolt to launch 'The Block,' a video-based campaign designed to shed light on Black joy.
The campaign features a longer-form video ad that was written, directed, photographed, and executed by an all-Black team, including Grammy-award-winning artist H.E.R, who provides voiceover commentary throughout the piece. The ad's story follows a brother and sister duo as they stroll through their neighborhood, interacting with their neighbors and friends. According to the video's creators, The Block aims to offer a visual representation of the joy-filled moments that permeate the Black community.
“The Block is about [celebrating] Black Joy in its most real and authentic moments. This project connected with who I am as a creator: one who strives to celebrate diversity, spread light, and uplift spirits through authentic imagery,” said Nyki Elle, the campaign's screenwriter.
Image Credit: Frito-Lay
The campaign features a longer-form video ad that was written, directed, photographed, and executed by an all-Black team, including Grammy-award-winning artist H.E.R, who provides voiceover commentary throughout the piece. The ad's story follows a brother and sister duo as they stroll through their neighborhood, interacting with their neighbors and friends. According to the video's creators, The Block aims to offer a visual representation of the joy-filled moments that permeate the Black community.
“The Block is about [celebrating] Black Joy in its most real and authentic moments. This project connected with who I am as a creator: one who strives to celebrate diversity, spread light, and uplift spirits through authentic imagery,” said Nyki Elle, the campaign's screenwriter.
Image Credit: Frito-Lay
Trend Themes
1. Black Joy Marketing - Companies are shifting their marketing efforts to focus on celebrating Black joy with authentic representation and diverse creators.
2. All Black Creative Teams - Collaborations with all Black creative teams are becoming more common in media and advertising, providing opportunities for diverse storytelling and perspectives.
3. Community-centered Campaigns - Campaigns centered around community, such as Frito Lay's 'The Block,' are becoming more prevalent and impactful in marketing.
Industry Implications
1. Media and Advertising - The media and advertising industry has the opportunity to adapt to the changing landscape by prioritizing representation, diversity, and community-focused campaigns.
2. Food and Beverage - The food and beverage industry can benefit from centering their marketing efforts around themes of Black joy and community relationships, especially through partnerships with diverse creators.
3. Entertainment - The entertainment industry can take part in promoting Black joy by supporting and featuring all Black creative teams in their productions and projects, creating more authentic and diverse storytelling.
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