The Drum Awards for Marketing - Entry Deadline

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Date: May 2022
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Wieden+Kennedy has released a compelling film that aims to expose the myth of ‘The Model Minority’ – a false narrative weaponizing Asian Americans against other ethnic groups.

‘The Myth’ opens with a young girl perched on a stool waiting to get her school photograph taken, and she’s described as “a model student” and “a model citizen” by the narrator. As the film progresses, she questions what that means and sadly begins to realize that many minority groups are being pitted against each other through disinformation and stereotypes that are shown in the media.

The thought-provoking campaign comes from the creative team that previously worked on the award-winning ‘Call It Covid’ and its companion film ‘The Word,’ which both adopt a similar spoken-word style.