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獲獎案例(Award-winning case)

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  • 獲獎類別

    金鉛筆獎(Golden Pencil Award)

  • 獲獎年份

    2019

  • 品牌

    Black & Abroad

  • 廣告

    Go Back To Africa

中文介紹

鎖定黑人消費者的美國旅遊品牌Black& Abroad 為改變大眾對於非洲旅遊很危險克難的刻板印象,利用大數據選取出社群媒體平台上含有「Go Back To Africa」字眼的畫面和數萬張黑人旅行的照片,並只擷取正面的部分,如此一來當人們在網路上搜尋「非洲旅行」關鍵字時,將會看到現代非洲原始、自然、美麗的那一面,此舉漂亮地扭轉了原先「Go Back To Africa」這句帶有種族歧視意涵的口號,成功吸引了旅客對非洲旅遊的好奇心。

英文介紹

Black&Abroad, an American travel brand that targets black consumers, uses big data to select pictures containing the word "Go Back to Africa" on social media platforms and ten thousand black travel pictures and use only the positive side. As a result, when people search for the "Africa Travel" keywords on the Internet, they will see Africa's original, nature, and beauty. It is also to reverse the used-to-be racial discriminatory word "Go Back to Africa" and successfully attracts tourists' curiosity in African travel.

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