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Top 6: February 16th 2022
Interactive
Black & Abroad: The Black Elevation MapTop 6: February 16th 2022
Two years after its provocative and acclaimed pan-Africa tourism campaign "Go Back To Africa," travel brand Black & Abroad has launched a powerful, data-driven domestic travel platform: "The Black Elevation Map". Residing at BlackElevationMap.com, the platform takes cultural data, including Black population data, historical markers, Black-owned businesses and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
Agency: Performance Art In addition to thousands of places of interest, the Black Elevation Map includes 12 curated city guides and 10 national guides, that include Black-owned wineries (“Melanin Vines”), notable start-up companies (“Black Silicon Valley”) and restaurants that fuelled civil rights (“Civil Bites”). The project is the second major collaboration between Black & Abroad and the team at creative-data advertising agency Performance Art. In 2019, that team launched “Go Back To Africa”, which led to a measurable shift in sentiment and usage of the racial slur, and won nearly every major global advertising award, including the Grand Prix in Creative Data at Cannes, the D&AD Black Pencil, and the Global Grand Effie in Positive Change. The Black Elevation Map is launching with a 60-second film called “A Hymn Away From Home”, directed by Kelly Fyffe-Marshall (whose “Black Bodies” was an official selection of TIFF 2020) and produced by the Black-owned production company Alfredo Films. The film combines aspirational footage of more than 30 business owners from across America with iconic images of mountains, and original poetry commissioned and performed by Washington D.C.-based poet Jasmine Mans (“Black Girl, Call Home”).
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