What Does Being Black Mean to You?

Mayor Of London x TFL Ad Campaign
Brands challenged to develop adverts featuring authentic portrayals of Black, Asian and minority ethnic communities
The winning campaign would receive £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. The advertising space had been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
As the Head of Marketing, I provided creative leadership throughout the entire campaign, guaranteeing a cohesive and impactful execution.

Creative Vision:
The overarching vision was to craft mini-advertisements that vividly capture the essence of embracing one's authentic self. Centred around Nubian Skin products, meticulously designed to seamlessly match and complement black skin tones, the question 'What does being Black mean to you?' prompts the audience to reflect on the pride and various positive attributes associated with their identity. Implicitly, the narrative suggests that wearing Nubian Skin is an embodiment of these empowering qualities – a subtle extension of strength, beauty, confidence, and power.
The deliberate choice of neutral backgrounds serves as a powerful visual metaphor, emphasizing that nothing more is required to evoke these feelings. The skin itself, adorned with our product, is the sole catalyst for a profound impact, a testament to the transformative experience that Nubian Skin offers.

Result:
The Nubian Skin storyboard won and was awarded the £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. As with last year, the advertising space has been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
Launching in Canary Wharf, in a unique opportunity, I personally curated the selection of stations for optimal ad placement, strategically targeting areas frequented by our diverse customer base, leveraging cultural hotspots.
Beyond this, the campaign sparked significant growth across social media, surging email sign-ups, and fostering brand loyalty that translated into increased sales.
Notably, the success extended beyond the digital realm, earning features in esteemed physical publications and online platforms such as British Vogue, Campaign Magazine, Marketing Week, The Drum, and Retail Week.