Many Americans believe that racism is bad, but perceive it as less prevalent in today’s society because they aren’t faced with it day-to-day. It’s a lot harder to understand problems you can’t see, and even harder to fix them. These double standards deflect self-awareness and accountability from those who don’t experience it. With Driving While Black, we aimed to demonstrate that racism continues to be an everyday reality for Black Americans by visualizing the absurdity of these double standards. To do this, we designed a car to immerse individuals in the experiences of Black drivers.
The Driving While Black campaign addressed double standards in traffic stops. DWB comes equipped with transparent doors, a "10 and 2" steering wheel, and no glove box, and other innovative features. The reveal included a premiere film, interactive website, and AR activation in Detroit. The website provided a 360-degree interactive experience, linking seven features to real tragedies.
From the film to the website, to an immersive AR experience, consumers experienced the work in a variety of ways. Leading up to the Detroit Auto Show, our launch film brought the car to consumers attention via social media. We unveiled the car in person at the Detroit Auto Show through guerilla tactics. Consumers were met with billboards and QR codes that lead them to an AR experience and Website so viewers could experience the car first hand. While interacting with the car, individuals learned about each feature and the tragedies that inspired them. While we know this car does not eradicate the bigger problem, it sparked necessary conversations.
DWB achieved widespread recognition, making headlines and sparking conversations globally. Media coverage extended beyond the US to France, England and Canada, drawing attention from influential figures like Doug E. Fresh and Finneas.
