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Since 2017, over 600 Black people have been killed during routine traffic stops by police in America. The Driving While Black car was built to highlight the double standards Black people experience during the most common interaction with police—traffic stops. This project brings attention to the absurdity of these standards and gives people a clear perspective about the social injustice Black people face every time they get behind the wheel. From the absence of a glove box to a modified the steering wheel to even the absence of a trunk, this car is equipped to keep drivers alive. 

Detroit Auto Show

Leading up to the public event held at the Detroit Auto Show we took over the city using a variety of guerrilla advertising tactics.  Using our custom made DWB T-shirts people were able to scan a QR code that took them straight to our website and AR experience. We had local businesses help our cause by hanging up posters and passing out DWB stickers. We had posters hanging near and around some of Detroits most famous landmarks where everyone was able to see our brand.   

Website
www.dwbauto.com

Our website allows visitors to learn the tragic stories behind each feature and get a better understanding of why each piece of the car is necessary. Viewers are invited to get involved by not only bringing awareness to the campaign but also learning how they can bring change to law enforcement in their community. 

AR Experience 

We created an AR car experience that allows people to explore the car in real time, so they wouldn’t just hear about our car—they would know better what it’s like to drive while Black. DWB was shown around the country, beyond Detroit, including in San Francisco, Los Angeles, New York City and even in Canada.

AWARDS

3X CLIO'S
3X WEBBYS
2X ANDY'S
3X ADC
6X SF ADDY
2X D&AD SHORTLIST
9X THE ONE SHOW FINALIST
2X ANTHEM AWARDS
2X SHORTY AWARDS
FAST CO'S WORLD CHANGING IDEAS- HONORABLE MENTION



 

Creative Directors- Anthony O'neil & Rony Castro 
Art Direction- Ben Burgoyne 
Copywriter- Taylor Shea King
Voice over - Craig Mitchell

 

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