THE WORLD IS MY YARD
THE BRIEF: GET HBCU Black Gen Z students TO lean into their narratives in order to connect BY reimagining the world around them.
The Insight: Inside the campus yard, HBCU students feel they can truly be themselves. Outside the yard’s a different story.
The Solution: “The World Is My Yard,” an IRL + digital experience we helped create and brand that expands the notion of the yard, providing HBCU students exclusive career prep resources, scholarships, alumni connections, and mentorship on the +one app. CCO: Khari Streeter CD: Stanley Yorker ACD/CW: Mike Merritt ACD/Designer: Everett Ching
PLATFORM MANIFESTO:TWIMY
The Yard is where we're welcomed, empowered, heard, supported, and loved. It's where we're made to feel that we belong. Where we feel safe enough to be ourselves, or sometimes even discover just who we are and why we are. Because when we know ourselves, we can find purpose and pour ourselves into it.
When we leave campus, The Yard goes with us. The pride, confidence, and courage instilled in us from it, allow us to face the world undaunted. The Yard is not a place. It's a creed. It's a collection of relationships. It's shared hopes, dreams and experiences that transcend space and time. The Yard is what tethers us to our heritage even as we explore and create the unlimited possibilities of our future and with that, we discover – the world is our yard!
BRANDING CONCEPT: CREST
This visual concept taps into HBCU pride using visual cues that connect to the heritage and tradition of classic HBCU collegiate style, including banners, iconography and typography used in apparel, but interpreted with a contemporary take that leverages the bold attitudes, confidence and swag of modern co-eds.
SCHOOL/CORPORATE NETWORK EXAMPLE
The World Is My Yard isn't assigned to any specific HBCU but rather a way of connecting students across all HBCU schools and even into the workplace, regardless of existing rivalries, because we're stronger together.
APP/MICROSITE/SOCIAL
(APP COPY) WE'RE BRINGING CULTURE, CHARACTER, AND CAMPUS LIFE TOGETHER, ALL IN ONE SPOT.
Discover The World is My Yard (TWIMY), a Coca-Cola program providing HBCU students with exclusive career prep resources, scholarships, mentorship, and more on the +one app.
