About this entry

BACKGROUND:

At a time of escalating racial unrest, the pandemic forced museums dedicated to shining a light on the significance of black history to close.

OBJECTIVE:

Use technology to educate and immerse people of all ages and ethnicities in black history during Black History Month without exposing them to the dangers of COVID-19.

Why does this entry deserve to win?

STRATEGY:

There are 955 streets named after Martin Luther King Jr. in the United States. However, millions of people pass those signs daily without remembering the significance of the man and ideas behind the sign.

IMPLEMENTATION:

• Partnered with the King Estate and the DuSable Museum of African American History to bring Martin Luther King Jr.'s iconic speech to all 955 MLK streets in the United States.
• Designed historically accurate 3D statues inspired by real MLK supporters.
• Created MLKonMLK.com which used geo-location to bring anyone to their nearest MLK street sign.
• Developed image recognition technology that allowed any phone to scan any MLK street sign.
• Brought Martin Luther King Jr.'s "I Have a Dream" to life with augmented reality.

Results

• Reached 22 million viewers across 214 markets in the U.S.
• Brought the meaning back to a ubiquitous U.S. street sign which created a sense of hope, optimism and unity in a time of lockdown, echo chambers and isolated bubbles.
• Exposed people of all ages and ethnicities to black history without exposing them to the dangers of COVID-19.

"Groundbreaking"-Chicago Tribune

“Brings MLK’s message to the masses.”- Los Angeles Times

“Watch one of the most impactful moments in history.”- New York Daily News

“Keeping the dream alive.”- NBC

Media