Cannes Lions

White Squad

REFORM SCHOOL, Santa Monica / MTV / 2016

Film
Film

Overview

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Credits

Overview

Description

‘White Squad’ — the faux company that offers white privilege on-demand for people of color – is a quick-fix for systemic inequality, but not one we really need. As the campaign says, "White privilege is real. White Squad is fiction."

The purpose of the project was to speak uncomfortable truths concerning racial bias in an entertaining fashion, sparking discussion, while moving viewers to thought on matters many would just as soon ignore.

The commercial directed people to a website where they learned the real mission behind White Squad; offering up facts, information, and ways to help. A feature documentary on the subject was also produced.

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