White Squad” was part of MTV’s “Look Different” PSA campaign, created bring the younger generation’s attention to the existence of White Privilege in the USA.
We launched the project as a multi-media, multi-technology campaign to reach the broadest audience possible and maximize the opportunities for delivering our message. A 90-second spot aired on MTV and partner channels and was also released online. A fully realized website accompanied the TV commercial, providing greater depth and detail. Twitter and Facebook accounts helped round out the fictional world of White Squad, and a working, automated toll-free phone number completed the illusion.
Launching White Squad on multiple platforms not only solidified our fiction but also meant that a wide variety of demographics could experience at least some part of the campaign. The campaign felt so real that people were getting stunned, resulting in thousands of comments and discussions. White Squad was also named by the Guardian as one of the 10 best ads of 2015.