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By Amy Houston | Reporter

February 3, 2022 | 2 min read

Travel brand Black & Abroad, alongside creative agency partner Performance Art, has launched a powerful data-driven travel platform titled ‘The Black Elevation Map.’

The striking campaign takes cultural data, including Black population data, historical markers, Black-owned businesses and social media activity, and visualizes it as points of interest on a dynamic map of the United States.

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According to Eric Martin, chief creative officer and co-founder at Black & Abroad, maps have historically been used to “marginalize, divide and oppress communities around the world.”

“We wanted to help Black travelers see the country in a way that prioritizes and celebrates the contributions of folks who look like us – and facilitates travel choices that deepen engagement within our community. Repurposing a traditional elevation map is a way for us to weave joy and uplift into the story, the experience and our interpretation of the data.”

In addition to thousands of places of interest, the map will also include city guides highlighting Black-owned wineries, Silicon Valley startups and various restaurants.

“We’re inspired by the relentless positivity at the heart of the Black & Abroad brand, and wanted to once again explore what happens when you push a bold brand idea into a sophisticated technology ecosystem,” added Ian Mackenzie, chief creative officer at Performance Art.

“We know the data we’re visualizing represents just a fraction of actual Black cultural contribution. We see this as part of an ongoing conversation, and a conceptual counterpoint to a long history of maps created with harmful and unacknowledged biases.”

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This important project is the second collaboration between the travel brand and agency partner, with its 2019 film ‘Go Back To Africa’ winning major global advertising awards.

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