Finalist
Ambient & Activation
Public Service/Charity/NGO
| Entrant: | Critical Mass, Calgary |
| Brand: | Courageous Conversation Global Foundation |
| Title: | "Driving While Black" |
| Corporate Name of Client: | Courageous Conversation Global Foundation |
| Agency: | Goodby Silverstein & Partners, San Francisco/Critical Mass, Calgary |
| Chief Creative Officers: | Margaret Johnson/Val Carlson |
| Executive Creative Director: | Steve Savic |
| Group Creative Director: | Will Danilow |
| Creative Directors: | Anthony O'Neill/Rony Castor/Michael McGrath-Sing |
| Copywriters: | TShea King/Alanna Johnson/Peter von Sass |
| Art Directors: | Ben Burgoyne/Tyler Wong |
| Agency Designers: | Pedro Zuccolini/Johann Vernizzi/Carlos Hernandez |
| Agency Graphic Designer: | Myrrha Boné |
| Agency Head of Production: | Alissa Hansen |
| Agency Executive Producers: | Danielle Riccardi/Sarah Pidgeon |
| Agency Senior Producers: | Lorraine Schreyer/Carolina Rodriguez |
| Agency Creative Technologists: | William Mincy/Courtney Ring/Damian Hadala |
| Agency Motion Designer: | Nick Bizzack |
| Agency Technical Developers: | Jaden Rose/Brendan Azzano |
| Agency Project Manager: | Tyrah Seitz |
| Agency Production Manager: | Karl Williams |
| Agency Managing Partner: | Leslie Barrett |
| Agency Chief Strategy Officer: | Bonnie Wan |
| Agency Strategic Planners: | Christine Chen/Simran Kaur |
| Agency Strategy Directors: | Drew Forrest/Taylor Yada/Joshua German/Charlie Doyle/Kelly Liu |
| Agency Group Account Directors: | Melissa Buck/Thomas Powers |
| Agency Account Manager: | Javonta Thomas |
| Production Company: | The Mill, Culver City |
| Senior Executive Producer: | Paige Wood |
| Head of Production: | Jim Haight |
| Production Project Manager: | Timothy Plain |
| 3D Lead: | Andrzej Milosz |
| 3D Artists: | Diego Quesada/Orlando Villalobos |
| Voice-Over: | Craig Mitchell/CM Effect |
Description:
The Driving While Black car was built to highlight the double standards Black people experience during the most common interaction with police—traffic stops.
This project brings attention to the absurdity of these standards and gives people a clear perspective about the social injustice Black people face every time they get behind the wheel.
From the absence of a glove box to a modified steering wheel to even the absence of a trunk, this car is equipped to keep drivers alive. We launched the car at the most important car event of the year: the Detroit Auto Show.
We created an AR car experience that allows people to explore the car in real time, so they wouldn’t just hear about our car—they would know better what it’s like to drive while Black. DWB was shown around the country, beyond Detroit, including in San Francisco, Los Angeles, New York City and even in Canada.
Our website allows visitors to learn the tragic stories behind each feature and get a better understanding of why each piece of the car is necessary.
Viewers are invited to get involved by not only bringing awareness to the campaign but also learning how they can bring change to law enforcement in their community.