A “creator’s summer camp” where kids team up with real brands to creatively solve real problems and help to expose people of color to the advertising industry at an early age to not only increase diversity but decrease hemegony in the industry.
Brand camp is a summer camp for creators - the culture lovers, the conversation starters, the doodle masters, and more.
Generate ideas on how to fix the diversity gap in the advertising talent pipeline.
The Real Issue:
Not enough students of color consider advertising as a career path because either they don't know about it, or feel like they can be apart of it
The industry is plagued with hegemony, it’s a systematic effect. We can’t break down years of systematic racism in a day but, we can build a better system for tomorrow.
If there isn’t a diverse pipeline, cultivate one.
We can decrease hegemony and Increase Black and LatinX representation by providing inclusive exposure to the industry through guiding creative thinking of the youth.
We want to reshape the story and present advertising as an inclusive, creative-solving problem career path.
We're Playing the Long Game
Success means an influx of talent from culturally and economically diverse communities, ethnicities and people of color. Eventually increasing diversity in the talent pipeline and begin by fostering relationships with diverse talent early on.
There will be a network of continued engagement after the camp. This can become a feeder program for other group initiatives, as well as an opportunity to create a scholarship for camp graduates.
Age range: Teens
This is when young men and women are first gaining a sense of themselves. They are beginning to make more of their own choices and starting to wonder what life after school could look like.
Problem-solving skills are developing
Beginning to not take the things adults tell them at face value
Using flexible thinking
Beginning to develop a worldview and values.
Time: Once a summer
Free..the industry should be hungry for their talent, and the means cost shouldn't be a deterrent.
Type of camp: Sleepaway/Overnight
Where: College campuses
Brand Camp Juniors
Brand Camp Seniors
Brand Camp Elites
Real Brands, Real Issues
Brand can get involved and the campers can help solve real issues in the world.
Introducing: Brand Camp "Brain Riot"
A camp to stir the imaginations of future advertising renegades.
It’s a place for brilliant minds to come together and spark each other. But unlike a storm, that comes and goes, a Brain Riot is meant to start a revolution.
To create a lasting impact. To change our industry.
Inspire, encourage, and galvanize
more diverse youth to pursue a career in advertising by providing:
Grades: 5th to 8th
Grades: 9th - 12th
Industry professionals and camp “graduates”
Teach and mentor the campers
Expose them to to the creative aspects of the advertising industry
Build connections between Black and LatinX ad professionals, the campers, AND their parents/guardians
These are the people that are going to be leading the projects, classes, and workshops
College Professors in Advertising Programs
Department/creative directors for each team
Employees on the brand accounts participating in the camp
Live in the dorms, ensure kids get to the classes, participate in bonding activities, administrative duties, help manage teams, and participate the brands
Current College Students
Alumni of Brand Camp
Act as judges for the brand projects and assignments
Brands participating in the camp
Part 1: Gamification
Create a role-playing phone game with the dolls that tells stories about how kids are acting, and what they are doing each day.
Part 2: Reinvention
Create American Boy Dolls. Break gender norms and create a doll that boys would love
to play with, while also empowering all kids, regardless of gender/sex.
Part 3: Content Creation
Work with a known social content creator to make a video for social media to launch the new dolls to other kids.
The ultimate reward...
Their work featured on the brand and a younger celeb/influencer’s Instagram and TikTok channels.
Having a major brand and a respected content creator share their work will get these kids
excited about what they can do...and be.
If they won’t come to us, we go to them.
We'll go to the school systems that will yield a diverse body of campers and engage guidance counselors and arts teachers to help recruit students to the camp.
The will have one
overall challenge to solve:
Let’s give American Girl Dolls a reboot. Not only to be a representation of modern society, but also to make the dolls represent and appeal to boys.
Then break it into assignments that
contextualize what we do in terms kids