To connect with OneUnited Bank’s audience, we needed to tell a story that was grounded in heritage and legacy. This emotional bond was essential in inspiring viewers to take action and Bank Black.
The primary hurdle was representing, supporting and uplifting the black community with strong imagery and relatable language. We had to show that the obstacles the black community faces every day are shared and the goals they strive for are achievable. Because they are.
These everyday struggles are very real, as are the victories. We chose to showcase the adversity that black men and women face and overcome every single day in America. We made no attempt to dilute the message by tip-toeing around innuendo. Instead, we focalized these harsh truths, telling them from the perspectives of two individuals at different phases in their lives.