Memory of Dr. Martin Luther King, and the civil rights struggle in the U.S. has been fading. They want to revive a visceral connection to the civil rights era. They want to give the holiday context and emotional meaning by getting people thinking about Dr. King's work. The world's first segregated advertising campaign. Idea: Remind people of what life was like before Dr. King, when "separate but equal" was the law of the land. Create multiple campaign components including direct mail, newspaper, and online elements constructed with one important feature: they are all segregated. When the audience comes into contact with the work, they feel the visceral discomfort of "separate but equal." All campaign elements lead the reader to remembersegregation.org.
Agency: DDB Seattle, U.S.A.