Create Not Hate displays the ridiculousness of racism
The Trevor Robinson OBE-founded non-profit initiative puts together a pair of campaigns focused on stamping out racist attitudes.
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Credits
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- Agency Red Brick Road/London
- Production Company RSA Films
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Credits
powered by
- Agency Red Brick Road/London
- Production Company RSA Films
- Animation The Mill/London
- Creative Director Trevor Robinson
- Creative Director Matt Davis / UK
- Post Producer Matt Squires
- Post Producer Kwok Fung Lam
Credits
powered by
- Agency Red Brick Road/London
- Production Company RSA Films
- Animation The Mill/London
- Creative Director Trevor Robinson
- Creative Director Matt Davis / UK
- Post Producer Matt Squires
- Post Producer Kwok Fung Lam
Using humour to tackle the very serious topic of racism, Create Not Hate's new pair of campaigns, Racist Dinosaur and Racism is Ridiculous, use the creative impulses of the initiative's young participants to great effect.
With Racist Dinosaur, a 30-second animated online film with five print executions, creatives Jet Harris and Le’vaughn Smith, both aged 16, present a stylised world in which people with racist attitudes are depicted as dinosaurs, the characters being developed and produced by Red Brick Road with animation by creative production partner, The Mill.
Racism is Ridiculous, the second campaign, this time conceived by 22-year-olds Finton Hurst and Mariana Gonzalez and made by Ridley Scott Creative Group and Quiet Storm, is a multimedia comic strip comprising of eight different executions, each exploring what the world would be like if dogs were racist.
The series of exchanges are depicted using cartoon panels and formatted into outdoor and online ads, using the tagline: ‘Imagine if dogs were racist. Would they hate and hurt based on what they see? Sounds barking mad, so why do we?’.
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Showcasing the great work brought out by Create Not Hate, a non-profit initiative to create a gateway for talented young people of colour into the creative industries, founded by leading advertising creative and diversity champion Trevor Robinson OBE, the pair of campaigns both address and help rectify systemic racism.
Robinson says: “This work is yet another reminder of the untapped talent that’s out there. These young people have used humour brilliantly to tackle an incredibly important issue - a tool that in my view is often the most engaging way to get a message across. I am hugely grateful to Red Brick Road, The Mill and The Ridley Scott Creative Group for getting involved in Create Not Hate - especially at such a difficult time for every business.
"These big-hearted people have helped make Create Not Hate 2020 happen, along with some very talented young people. I look forward to the initiative's work continuing to progress around racism and how we can tackle it as a society, and I’m excited for other Create Not Hate projects already in the pipeline."
