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FOR THE SWEET TOOTH AND THE SMART MIND
Brighter together
A campaign for TIKI Torches in light of the 2017 Charlottesville riots
Challenge:
Reframe the public perception of TIKI Torches. Establish their identity as completely separate from the white nationalists who wielded them as weapons of intimidation and destruction.
Solution:
Create a campaign that rebrands fire as a symbol of love and unity.
The Manifesto
The Commercial
Concept and Direction: Smitha Johnson
Vocals: Smitha Johnson
The Activation
A TIKI-sponsored grill party
in Central Park celebrating
family, friends, food, fun,
and most of all, togetherness.
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The Community
TIKI will be leading the march at Pride celebrations across the nation, embodying the anthem for a world free of hate.
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