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Creative

UK Black Pride is Keeping the Noise Up in 2018 with Latest Campaign

Rising director Nadira Amrani directs new 60-second film as part of integrated campaign from Proximity London

UK Black Pride is Keeping the Noise Up in 2018 with Latest Campaign

To celebrate this year’s UK Black Pride (taking place on 8th July at Vauxhall Pleasure Gardens in London), UK Black Pride and Proximity London have come together to create a nationwide campaign titled ‘Keep the noise up’. 

The integrated campaign goes live today, Tuesday 26th June and aims to raise awareness of the annual festival — Europe’s largest celebration for African, Asian, Latin American, Middle Eastern and Caribbean-heritage LGBT+ people, and their friends and allies. In addition to acting as a call to action, it will serve as a reminder to the plight still felt by many within the community and to encourage people to ‘Keep the noise up’ as they continue the fight for equality.

Created by Proximity London, the campaign will include a hero 60-second film, which will be supported by OOH and social media. The film was directed by up-and-coming talent Nadira Amrani, a rising star whose work was recently shown at the V&A and in i-D.

The film features a range of prominent individuals from across the community, including UK Black Pride’s co-founder and executive director, Phyll Opoku-Gyimah, and West End star Layton Williams, who have come together to recite empowering quotes from prominent historical icons. The quotes are performed against a backdrop of striking imagery, depicting powerful portraits celebrating queer people of colour. Each quote, or part of a quote, is recited by a different activist and ultimately forms one united voice.

The quotes include a reflection on fearlessness from Audre Lorde, “When I dare to be powerful, to use my strength in the service of my vision, then it becomes less important whether I am afraid”; and a reminder from James Baldwin that “Our crowns have been bought and paid for. All we have to do is put them on.” 

Phyll Opoku-Gyimah, co-founder and director of UK Black Pride, commented: “I’m honoured to have assembled such incredible voices to pay homage to the past, while setting the tone and direction for activists of the future. The change we want to make starts now, it starts today, and looking across the community, I see such powerful, inspired and motivated people who are working to create the world we all deserve to live in. I’m so looking forward to the moment the past, present and future collide as we converge at our annual UK Black Pride celebration. Thank you to everyone who took part in this video — from the team at Proximity to the volunteers at UK Black Pride, I hope our community knows just how many people are working to let them know they are loved and valued and worthy.”

John Treacy, executive creative director of Proximity London, added: “’Keep the noise up’ brings together members of the community to recite the powerful words of their predecessors. It acts as acknowledgement of the historic struggle and as a call to arms for the community to come together in one voice at Black Pride 2018.”

Find out more about the event on the website here.

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Client

Advertiser: UK Black Pride

Client Lead: Aaron Carty

Creative Agency

Creative Agency: Proximity London

Executive Creative Director: John Treacy

Designers: Elsie Hoskin, Agnes Wanat Agency Production: Kate Duncan, Angela Zabala, Aidan Moran

Strategy Lead: Paul Dazeley

Strategy: Chloe McMahon

Creatives: Neil Williamson and Alex Buchanan-Dunlop

Social: Sara Parrish

Production Company

Director: Nadira Amrani

DOP: Jack Wilkinson

Producer: Georgia Rose

Art Director: Laura Little

Art Director : Laura Little

Offline

Editor: Ed Hanbury @ Trim Editing

Post Production / VFX

Colourist: Kai Van De Beers @ MPC

Category: Corporate and social , Social

Genre: People