Ad Age is marking Asian American and Native Hawaiian/Pacific Islander Heritage Month 2023 with our Honoring Creative Excellence package. (Read the introduction here.) Today, our guest editor JJ Augustavo turns the spotlight to Mimi Munoz, global culture and operations manager at Wieden+Kennedy. Here, Munoz shares her thoughts on the myth of the “model minority.”
Last year I executive produced “The Myth,” a film that exposes the myth of the “model minority,” a false narrative weaponizing Asian Americans against other ethnic groups. It follows a young Asian American woman as she examines how being identified as a “model minority” has shaped the relationships throughout her life: starting with her relationship with herself, her family and, finally, her Black partner.
The film aims to dispel the false “model minority” narrative that keeps us apart and urges us to recognize what it attempts to dissuade us from: the belief that we—those of us who were born here, immigrated here or are simply just here in America—belong here. All of us. Together.
The project was self-initiated, tied to no brand and had zero initial budget. It was produced for a total of under $200,000 and garnered $1 million in earned media across 11-plus partners, including placements across major publishers such as Twitch, Samsung and Match; ran across National CineMedia and Screenvision’s network of theaters nationwide; and has been incorporated into the course curriculum of classrooms across America.