As American as, 5

Agency Network: 
January 2017
Fusion: As American as, 5
Fusion: As American as, 5


When news media company Fusion and its creative agency SS+K launched the “As American As” campaign, they expected images like gay men kissing, a drag queen standing on her stoop and an African American baby wearing a “black lives matter” t-shirt to spark a public conversation about diversity and inclusion in America. What they didn't expect were for those images to be rejected outright in some of the most cosmopolitan places in America—even on a building in New York’s Lower East Side. In response to the censorship detailed below, Fusion and SS+K created a new billboard in Manhattan—this time with the censored images crossed out. “X marks the spot of censorship,” the billboard says. “See the images America wasn’t ready for.”

Outdoor advertisement created by SS+K, United States for Fusion, within the category: Media.

Advertising Agency: SS+K, USA
Chief Creative Officer: Bobby Hershfield
Creative Director: Armando Flores
Art Director: Malika Reid
Copywriter: Margaret Webber
Design Director: Jesse Raker
Lead Designer: Chris Peck
Director of Production and Innovation: John Swartz
Executive Producer, Photography: Jamie Appelbaum
Executive Producer, Video: Liz Mistriel
Partner / Founder, Account Lead: Rob Shepardson
Account Supervisor: Gisell Galan
Account Coordinator: Jason Fishkin
Strategy: Claudia Cukrov
Media Company: Fusion Media Group
Chief Executive Officer: Isaac Lee
Senior Vice President, Chief Strategy Officer: Boris Gartner
Vice President, Executive Creative Director: Stephen Leps
Production Company: Freebird Production
Director/Photographer: Gillian Laub / Verbatim
Director of Photography: Rick Gershon / Verbatim
Photography Assistant: Yoav Friedlander
Producer: Tali Magal
Assistant Producer: Jessie Jobst
Casting: JV8, Inc. and Planet Pre Pro
Video Edit/Post Production Company: The Mill NY
Editor: Ryan McKenna
Producer: Katya Pavlova
Colorist: Damien Van Der Cryussen
Event Production: Chris Wayne & Associates
Owner: Chris Wayne
Chief of Staff: Tim Biba
Account Manager: Marc Gross
Technical Director: Danny Huebsch
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Nurse Bell's picture

Reminds me of those bad Benetton ads, that also courted controversy for the sake of it.

Nurse Bell
Activity Score 156
Dzsoi's picture

Basic shockvertizing. What is the exact message this media agency is trying to deliver about themselves with these?

Activity Score 8603
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