“Black America’s dream is the real American Dream because it means everyone has the chance to succeed.” Wieden+Kennedy’s activism through the mouths of brands continues.
W+K New York has put forward a powerful idea on behalf of Sprite in a film that was introduced to the US during the BET Awards, the annual awards that celebrate the achievements of African Americans and other American minority groups in music, acting, sports, and other fields of entertainment. The idea is housed in a commercial that is a strong statement of solidarity with the black population in America.
The commercial, Dreams Realized, states that while the American forgot about black America, Black Americans “Black Americans woke up a long time ago and set out to make their own dream”.
The film mixes images from the Black Lives Matter movement and historical footage with other scenes from Atlanta, the birthplace of Sprite parent, Coca-Cola Co. To make it, W+K and Sprite worked with local creative talent, including photographer, Cam Kirk.
Sprite has also pledged to donate US$500,000 to the Black Lives Matter Global Network and is implementing the Give Back program, which includes partnerships with hip-hop artists and industry players to provide financing to DJs affected by Covid-19.