THE CHALLENGE

Where do you take it when given a brand that's always been on top? BET, the iconic network that has served as a cornerstone for Black artists and entertainers, has challenged us to craft a revitalization campaign that breathes new life into its legacy. Our approach involves a multifaceted strategy, blending captivating out-of-home advertisements with carefully curated programming recommendations that authentically reflect the richness and diversity of the Black community.

ONE MINUTE CASE STUDY VIDEO

the Reflection

BET was a game-changer in the world of black entertainment, as it introduced new ways of showcasing black culture. However, when Viacom acquired the network, it took a different direction, focusing only on negative themes such as struggle, mockery, and trauma. This shift caused a significant drop in viewership, with a decrease of 52%.

the insight

Our first introduction to other cultures is often through entertainment. When this entertainment isn’t depicted in the right way, it often leads to bias, untruth, and mockery.

the strategy

“Giving color back to culture.”

the process

During our 5-week mission to redefine BET, we conducted 30 in-depth interviews, 15 with people familiar with the brand and 15 with those unfamiliar. One question we asked stood out: "How do you learn about other cultures beyond the internet?" Interestingly, 70% of respondents cited television as their top source. This discovery influenced our strategy as we aimed to celebrate the diverse stories and voices that make up the contemporary Black experience. Our journey was guided by both research and passion, fueled by our shared belief in the power of authentic representation to combat bias.

campaign concept

Pulse is an initiative aimed at reviving a fading network. Our primary objective is to showcase the richness of the black experience by paying tribute to the artists and entertainers who contributed to BET's golden era. Additionally, we aim to promote the next generation of black talent that properly represents us. We plan to generate interest in our initiative through out-of-home ads that will lead people to Pulse Park, a stationary experience located in the heart of Washington, D.C., where BET was founded.

WELCOME TO pulse

TEASER

We aim to generate interest and tease the new initiative across BET's social media platforms, BET+ app, and cable network.

OOH
We're shining a spotlight on the richness of our culture by showcasing Black talent from past, present, and future. Our goal is to champion what BET stands for, embodying the essence of Black culture and life.

THE HOMECOMING

BET's roots in DC inspired us to give back to the community that empowered us. Through the Pulse concept, we aimed to extend beyond media, resulting in Pulse Park—a vibrant community hub. Here, people can enjoy curated music sessions, participate in classes and forums, and utilize work and creative spaces to share their unique expressions