Black Pound Day

Strategy

Our client Since ’93, partnered up with Swiss from So Solid Crew, creator of Black Pound Day, UK’s official day encouraging everyone to buy black. We channelled our inner Jay-Z and within days, we had an out-of-home campaign live in South London, we had created three short films to showcase excellence, wealth and music and the press office was a hive of media conversation.

Riki Bleau and Glyn Aikins, the Co-Presidents at Since ’93 are responsible for signing some of the biggest artists in UK music, from So Solid Crew, to Emeli Sandé, to Krept and Konan, to Labrinth.

Alongside creating the campaign to support Swiss, we also secured major broadcast interviews on Sky News, Channel 5 News and features in Stylist, Time Out, Metro and Capital FM to name a few. With the efforts of people from across the country, the initiative was trending at number 1 on Twitter for most of Saturday.

Our thinking

We decided push the messaging of buying black through various forms of media, including ATL billboard and three social films. The content was led by statistics of the black pound being kept in the community, a concept inspired by rapper Killer Mike’s episode of Trigger Warning, in which he tries to only buy black for 72 hours. We also highlighted although 7 out of 10 artists on the billboard charts were black artists, there are only 3 black record label presidents in the UK.

Deliverables

  • Campaign direction and storytelling
  • Design
  • Content creation
  • Project management
  • Photography and film
  • PR and media relations

Here’s What Happened

  • Coverage in Sky News, TimeOut, Channel 4 News, Stylist, BBC News, Metro, Vogue, Channel 5, Capital FM, Pop Sugar to name a few
  • Profile piece feature in The Voice
  • 18 press cuttings and features in 10 days