| Title | NO MORE BLACK TARGETS |
| Brand | NEW YORK SOCIETY FOR ETHICAL CULTURE |
| Product/Service | NO MORE BLACK TARGETS |
| Category |
G03. Illustration |
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Entrant
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FF PARIS, FRANCE
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Idea Creation
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FF PARIS, FRANCE
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Media Placement
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FF PARIS, FRANCE
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PR
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FF PARIS, FRANCE
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Production
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FF PARIS, FRANCE
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Additional Company
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NEW YORK SOCIETY FOR ETHICAL CULTURE, USA
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Credits
| Fred Raillard & Farid Mokart |
FRED & FARID |
Chief Creative Officer |
| Laurent Leccia |
FRED & FARID |
Creative Director |
| Cypha, Pamela Jean Tinnen, Streetsmartguidenyc, AvisualBliss, JCBKNYC, BilliKid, |
/ |
Art Director |
| Karim Naceur |
FRED & FARID |
Head of Group Production |
| Felix Vroegop |
FRED & FARID |
Producer |
| Matthew Xu |
FRED & FARID |
Editor |
| Vicky Wang |
FRED & FARID |
Motion designer |
| Labelle |
/ |
Director & Photographer |
| Calvin play |
/ |
Singer |
| Jim Tran |
FRED & FARID |
Digital Producer |
| Arthur Gaudrie |
FRED & FARID |
Digital Producer |
| Caroline Tang |
FRED & FARID |
Web Designer |
| Zhiwu Wu |
FRED & FARID |
Developer |
| François Grouiller |
FRED & FARID |
Agency Supervisor |
| Lisa Rosario |
FRED & FARID |
Agency Supervisor |
| Augustin Zeller |
FRED & FARID |
Agency Supervisor |
The Campaign
The project gathered more than 50 artists, including Cypha, buttsup, Rex chouk, Julien Calot, Denton, savior elmundo, Thomas Raillard , sr.lasso , brolga , hektad, dizmology...
The targets have been replaced & painted over w/ artistic interpretations that turn the menacing black targets into beautiful, colorful, & optimistic art. We turn a canvas for violence into a canvas for hope. We hack a symbol of violence w/ the power of art.
Rather than a long exposé, we wanted to reach people’s emotions.
Creative Execution
January 25th : Press conference at the New York Society for Ethical Culture and Launch of the Website
February 2nd: Street art on a famous wall in Lower east side, The initiative No More Black Targets, has taken up residence in the passageway between Houston Street and First Street.
February 19th : Exhibition at the Richard Taittinger Gallery and Launch of the book
Indication of how successful the outcome was in the market
Results / Impact
The project gathered more than 50 artists
PR / Social :
42 PR Coverages including Daily Mail
Online readership : 952M
Estimated coverage views : 1,85M
Social Share : 72,4K
More than 7m views on uproxx
No More Black Targets is a collective of artists, diverse in backgrounds, ethnicities and nationalities, working in paint, digital media, pattern making and also physical installations to bring new artwork to life. The collective stand for “More paint. Less hate.”
In America, this violence against young black males is surging. For some reason, young black men are 3X more likely to be shot by trained shooters than their white peers. A disturbing potential correlation: The most popular target for shooters to learn to use their firearm is a black silhouette.
This correlation was reinforced by an academic study featured by NPR, and published by Yara Mekawi and Konrad Bresin of the University of Illinois who studied trigger bias to examine whether race affects how likely a target is to be shot