Asian+American, for TAAF

TAAF

Asian+American

How great it is to be both.

Task
A national campaign during AANHPI Heritage Month about belonging in all our communities.
Insight
We don't determine the Asian-American experience. They do.
Strategy
Belonging requires us to reclaim the full complexity of who we are.
Platform
More is beautiful.

The platform premiered at TAAF’s Heritage Summit Dinner, where it received a standing ovation from journalists and prominent leaders in the A+A community.

With that momentum, we made a second film. Beyond, Together was directed by Sean Wang and narrated by Sandra Oh.

We placed mass & local OOH where our audience would just get it.

Times Square, downtown LA and San Francisco’s BART, with portraits by Jingyu Lin.

People shared their own Asian+American stories.

More than 100 public figures joined, from Lucy Liu to Jeremy Lin.

Beyond, Together drew over a million organic views in its first month.

Pull this CD in the roomWatch the case film

Yellow, beige, pink, brown, black, white. Red, white and blue. Portraits by Jingyu Lin.
Yellow, beige, pink, brown, black, white. Red, white and blue. Portraits by Jingyu Lin.
From the film, directed by Sean Wang.
From the film, directed by Sean Wang.
Narrated by Sandra Oh.
Narrated by Sandra Oh.
Times Square.
Times Square.
San Francisco.
San Francisco.
Downtown Los Angeles.
Downtown Los Angeles.
A hand goes up in class.
A hand goes up in class.
A close-up from the film.
A close-up from the film.

Lead strategist: Joe Bae

Agency: Wieden+Kennedy New York

Market: United States