To celebrate Asian Pacific American Heritage Month in May, WarnerMedia’s TBS, TNT and truTV created a multiplatform campaign that celebrates the Asian-American Pacific Islander community and raises the voices of those so often under-represented in media today.
The WarnerMedia Business Resource Group of Asian Americans & Pacific Islanders Representing Change helped inform the campaign’s hero spot, which was released on May 7. The spot highlights prominent AAPI talent from across the WarnerMedia brand portfolio—such as Kristen Kish, Jameela Jamil, Dwayne Johnson, Awkwafina and Olivia Munn—as well as WarnerMedia employees.
WarnerMedia partnered with Asian-American-owned, Los Angeles-based agency Ferroconcrete to produce the spot that showcases the multifaceted identities of Asian Americans: innovators, heroes, artists, mothers, brothers, and most importantly, humans. The spot’s call to action drives viewers to join WarnerMedia in supporting the Coalition of Asian Pacifics in Entertainment (CAPE) via a text to donate campaign.
Throughout May, this piece, along with custom on-air graphics, will run on TBS, TNT, and truTV throughout APAHM-themed programming blocks and will be pushed out across the WarnerMedia portfolio social handles for the networks, shows and featured talent.
WarnerMedia Creative: Bret Havey, Pamela Craciun, Kate Allen, Kristin Boos, Josh Bradford
WarnerMedia Marketing: Telmo Tabuas, Whitney Portman, Alida Lambert, Daniel Park, Lauren Ellard, Sally White, Deanna Engel
Production Company: Ferroconcrete