Black Voices Create, sponsored by Gushers, aimed to amplify the work of young Black creators. Via Hyperbeast (streetwear publication), three fashion designers and their collections were featured on billboards and building projections during New York Fashion Week 2023. Viewers could also browse their apparel via SnapChat lens. This campaign was built on the colorful expression of the essence of the candy brand and on a platform that reaches a younger and diverse audience. The results: Over 57MM URL & IRL impressions, 10.6MM during NYFW, +50% campaign engagement vs. Hyperbeast benchmark, and 3X average AR lens play time.
Awards: Annual Internationalist Awards for Innovative Digital Marketing Solutions — gold / ADWEEK’s Media Plan of the Year Awards 2024 — best use of experiential in campaigns
