Channel O: Young, Gifted, & Black Case Study

The challenge brought to us was to create a campaign to celebrate the incredible music talent that is found in Africa, both historic and current. We created a campaign called Young, Gifted and Black, in which we remade the 1970 Nina Simone song “To Be Young, Gifted and Black” into a music video. The clip starred the cream of African talent from legends like Yvonne Chaka Chaka and Grammy Award winner Hugh Masakela to rising stars like South Africa’s Lira and Nigeria’s Ikechukwu. The music video became a hit on Channel O and led to a campaign that became a movement across Africa. The campaign won a Grand Prix at the Loerie Awards 2009, among other craft awards.