Fight For Freedom
Fight For Freedom
Client: Love Has No Labels
Agency: R/GA NY
Highlights: Ad Age Creativity Pick of The Day | Fast Company | John Cena | The Drum | AdWeek
On July 4th, the day America celebrates its freedom, we released a film and asked just how free are all Americans really are.
Fireworks, hotdogs and flags open the spot and set the scene of any other July 4th commercial. Then it takes a dark turn into the real stories of the many Black Americans who have been harassed or killed simply for celebrating the same freedoms most Americans take for granted.
Music
The music titled “Oh Freedom” is an original tape recording made by Carl Benkert from the Selma to Montgomery marches in 1965. Carl brought with him a bulky, battery-operated reel-to-reel tape recorder and captured the audio you hear being played in the back half of the film.
Typography
The type featured in the spot was designed by Black typographer, Tre Seals. Entitled ‘Bayard’, the typeface is inspired by the signs from the 1963 March On Washington for Jobs and Freedom. You can check out Tre’s beautiful work here.
