Asian Untold

Digitas X MAIP

Objective

Create a campaign to elevate AsianUntold’s presence as a platform beyond AAPI month.

Target

Asian-Americans & allies across the United States, with an emphasis on the most densely-populated AAPI cities in America.

The Strategy

“The AAPI community should be HEARD & SEEN in the way they chose, whether that be the pain or positivity that comes with Asian ethnicity and identity, year round— because Asians deserve to be heard past the month of May.”

The Big Idea

“Take up Space”

 

Social

11.png
12.png
14.png
13.png
14.png

Experiential

15.png
 
 
16.png

Out of Home

17.png

The Final Brief

2.png
6.png
8.png
3.png
4.png
5.png
7.png
9.png
10.png
11.png
12.png
13.png
14.png
15.png
16.png
17.png
18.png
19.png
20.png
21.png
22.png
23.png
24.png
3.png
2.png
4.png
5.png
6.png
7.png
8.png
9.png
10.png
11.png
12.png
13.png
14.png
15.png
16.png
17.png
18.png
19.png
20.png
21.png
22.png
23.png

This project was selected as a finalist presentation for the MAIP 2021 cohort in collaboration with Digitas.

MY ROLE:

Strategist, Research, Ideation, Target market analysis

COPYWRITER: Kester Messan

ART DIRECTOR: Kurt Juanillo, Nayoung

ACCOUNT MANAGER: Donna Wilson

MEDIA PLANNER: Carmel Bumaa