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Détroit is the New Black., a high-end apparel store & retail accelerator for budding brands, was founded to showcase Detroit pride and capture the momentum of the city's cultural renaissance. The founder wanted to convey DITNB's story through digital platforms and promote collaborating brands. Here's what we came up with:
WHAT'S NEW DETROIT?
STRATEGY + CREATIVE:
Before taking off on our idea - COVID struck. Social distancing meant we couldn't interview city people, and people were understandably sensitive to content that ignored the context of the pandemic.
So we adapted.
Rather than fostering a conversation about the city's revival, we created a platform where people could share their unique perspectives on how Detroit was surviving and adapting in COVID times.
DEAR DETROIT CAMPAIGN:
An Instagram series designed to tell stories of resilience in the Detroit community, uniting everyone through times of hardship, and increasing the love quotient in the city. The aim was to get micro-influencers, locals, and anyone with something to say to voice their thoughts. Check it out below:
DETROIT
IS THE
NEW BLACK.
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