Checkers
Buy Back the Block
Can you forge an emotional bond with… a fast food joint?
Teaming with Fitzco, we decided to do just that by creating a documentary that followed rapper/mogul Rick Ross as he bought back a block in his hometown of Carol City, Florida. Ross is a Checkers franchise owner and, yes, this was an ad - but an ad wrapped in a film about a hip hop icon realizing a childhood dream. It was covered by Adweek and The New York Times. The project won a Silver Cannes Lion in Entertainment for Music, a Bronze Cannes Lion in PR, and a One Show Pencil in the Cultural Driver category.
My Role: Creative Brand Strategist/Copywriter for Woven Digital/Uproxx