Walmart

Walmart Voices of Color (VOC) was created as an initiative by Walmart as a celebration to recognize the achievements of African American in film, by those in front and behind the camera for Black History Month. The integrated marketing campaign leveraged print, experiential marketing, broadcast and sponsoring the Black Film Festival held in Cann, Italy.

Challenge:
• Drive brand awareness of the African-American Film
Festival as the place of choice to promote quality films
among A.A. producers, directors and actors throughout
the U.S. market.
Insight:
• In collaboration with 4 Independent film festivals and their
distributors across the country, “Voices of Color” Film
Series’ kicked-off simultaneously in four large markets:
Chicago, South Beach, New York and L.A.
Activation:
• 30 years of “Voices of Color” Film Series highlighted
African-American Women in Film.
Results:
• Measurement for the event totaled an estimated
attendance 850,000 across the country over 4 days.