Midnight Jubliee
Fashion, Fine Arts, Editorial, eCommerce
June 2020
Summary
Integrate Digital Campaign That Helped Make Juneteenth a National Recognized Holiday
Brand Identity
Social
Campaign
Web Platform
Live Event
Production
Bay Area, California
June 2020
Context
Amidst devastation to Black America last summer, a small group of Bay Area creatives set out to solidify Juneteenth as a national holiday. The #HellaJuneteenth project became a thesis tow beyond trauma to rediscover the joy and freedom within our culture.
Impact
655+ Companies across industries joined #HellaJuneteenth and committed to observe Juneteenth.
250k+ employees and business owners from all walks of life benefited from the use of our resources to advocate for the recognition of Juneteenth
50+ World Class Creatives
Members of the HellaCreative community and volunteered their time and energy to join our expression for freedom and liberation.
With our partners Toasted Life, our flagship event Freedom: A Juneteenth Experience raised over $2000 on behalf of the Anti Police-Terror Project.
We generated 256m+
unique Impressions
and went viral across social media, esteemed publications and internal corporate communications.
And we launch the Midnight Jubilee Collection in collaboration with Oakland based artist Lenworth ‘Joonbug’ McIntosh, generating over $15,000 in proceeds for the East Oakland Collective.
Credits
Chijioke Amah, Design
Emily Cunningham, Partnerships
Selena Davant, Design
Miles Dotson, Production
Joy Ekuta, Operations
Quinnton Harris, Design
June Johnson, Strategy, Media
Warren Jones, Event Producer
Tamara Peña, Marketing
Adrian O Walker, Event Producer
Special Thanks
9th Wonder
Swan Dotson
Ariel Belgrave Harris
Martina Abraham Ilunga
Dria James
Kierra R Johnson
Megan Maloney
Jason Mayden
Emeka Okafor, Jr.
Stephanie Omo-Abu
André Singleton
Antonia Singleton
Jessie Spellman
Ashleigh Reddy
Dorian Willis