Steph Curry says Black history deserves more than a month-long celebration

Golden State Warriors campaign from Goodby Silverstein & Partners keeps the conversation going well into March

Published On
Mar 09, 2020

Editor's Pick

Though Leap Day made Black History Month longer than usual this year, it was still shorter than any other month, as always. Now that we’re in early March, all of the activations and commemorations are over.

Well, maybe not all of them. The Golden State Warriors unveiled “Beyond28,” an initiative to extend the celebration of Black history past the four weeks of February and into the rest of the year. A new video shows Warriors point guard Steph Curry explaining which month is Black History Month. First it’s February, then March, followed by April. Yes, the point is that it’s every month.

 

The spot from Goodby Silverstein & Partners follows an anthem film released earlier that announced the project and is running on TV, in-arena placements, on NBA.com and on Warriors social channels including Instagram, Facebook and Twitter.

Print ads (below) ran in newspapers including The San Francisco Chronicle on the first day of March (the day after the end of Black History Month), and interviews with Black leaders will roll out of the 29th of each subsequent month this year.

The campaign follows in the footsteps of others initiatives that have pushed to celebrate Black History beyond the span of a month. In 2018, for example, Spotify's "Black History is Happening Now" year-long effort from Saturday Morning underscored the ongoing contributions of black creative talents to music and culture. 

BHM calendar

Credits

Date
Mar 09, 2020
Client:
Golden State Warriors
Agency:
Goodby Silverstein & Partners
Senior Vice President Marketing and Digital:
Jennifer Millet
Senior Vice President Communications:
Raymond Ridder
Vice President Brand Marketing:
Amanda Chin
Director Marketing Operations:
Kimberly Trinidad
Marketing Manager:
Kendra Miller
Executive Producer:
Paul Hawkins
Director of Production:
Blake Wilberding
Cinematographer:
Tom Frenette
Cinematographer:
Kevin DeLee
Producer:
Kassidy Iwashita
Co-Chairman:
Jeff Goodby
Co-Chairman:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Director of Innovation/Creative Director:
Adam Reeves
Associate Creative Director/Copywriter:
Rony Castor
Associate Creative Director/Art Director:
Anthony O’Neill
Design Director:
Ryan Self
Senior Designer:
Lorenz Ortiz
Copywriter:
Tajj Badil-Abish
Junior Art Director:
Duncan Spear
Director of Broadcast Production:
Leila Gage
Director of Film & Music Curation:
Tod Puckett
Co-Director of Production:
Margaret Brett-Kearns
Associate Producer:
Olaitan Oladipo
Content Creative:
Michael Miller
Assistant Content Creative:
Emilio Diaz
Managing Partner:
Brian McPherson
Account Director:
Clark Gieseke
Account Manager:
Michelle Kates
Group Communication Strategist:
Dong Kim
Director of Communications:
Meredith Vellines
Communication Strategist:
Rosie Kertsetter
Director of Business Affairs:
Kristian Evanculla
Director of Post Production:
Michael Damiani
Editor:
David Sullivan

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