BLACK

Encapsulating the entirety of black lives means telling the complete story of black people in the Netherlands, from different sides, angles, and backgrounds or intersectionalities. Our campaign BLACK is an exploration of the multifaceted identity of black people where we highlight the voices that have shaped the way we see black history, black pride and black empowerment. Using a mix of media the multifaceted identity of black people in the Netherlands is introduced.

Through a pulsing ad strategy, we feed the consumer with The Black Archives content. The core of the campaign has been educating, exploring and celebrating the black identity while giving voice to the community and the people within our community who often go unheard or unseen. The Black Archives reintroduces itself as a museum for the black identity – past, present and future. ‘Archiving while black’ might be something radical, but adding the entirety of the black identity will be historical.