DORITOS — SOLID BLACK
Solid Black:
Empowering
Change Makers
Role: ACD/Art Direction: Nicholas Anglin
In its continued advocacy of social equality and support for bold self-expression, Doritos is building on last year's Amplify Black Voices activation with the launch of SOLID BLACK, a new ongoing initiative to provide resources and a platform for Black Change-makers who use innovation and boldness to drive culture and give back to their communities.
The Challenge:
Show Doritos support for the African American consumers who comprise a key segment of their base by creating a program that Amplifies Black Voices, allowing them to have a safe space to express concerns during times of unprecedented social upheaval.
The Solution:
Created Doritos Solid Black as a multi-channel platform for highlighting and showcasing a range of young, Black “changemakers” who make a difference in their communities by being bold in their assertion of self-confidence, pride, and service in a positive, ownable way.
Doritos — SolidBlack (30sec)
Doritos SolidBlack Comerical (60sec)
