THE ASK

For AANHPI Month, National Geographic wanted to create a campaign featuring Asian American and Pacific American stories that have had a significant impact on American culture. Showcasing positive and uplifting stories, we needed to represent the wide array of nationalities and ethnicities within Asia for their heritage month campaign.

THE SOLUTION | WORLD WISE

Executed in a four-part OLV campaign, we created :60 narrative-driven pieces highlighting commonalities and sources of impact + inspiration that celebrate the Asian American community spanning our key areas of focus: elders, food, traditions and towns — All versioned out to amplify across social.

WISE WORDS

With proverbs and idioms at the core of every culture, we highlighted a few within AANHPI history that are still used today. Paying homage to diversity within the community, we highlighted the proverbs in their original text before translating to english for another layer of authenticity.

FUSION FIXATION

Food is often a bridge to exploring different cultures and some meals share a through line of similarities or inventiveness inspired by the AANHPI diaspora.

LITTLE TOWN, BIG CITY

You may have noticed a "China Town", "Korea Town" or "Little Japan" in cities across America. They didn't just spring up as cultural epicenters, they were created to survive harsh conditions.

THE INFLUENCERS

AANHPI influence is widespread with some of that influence being more well known than others. In this piece, we’ve highlighted the origin stories of customs and practices that are in the mainstream to reground our audience in the culture that created them.