2025 Winner

To confront the racial barriers faced by 80% of artists of colour, DESTA – an organization supporting Black youth – launched “Speechlist,” a creative campaign that merged activism with artistry. In collaboration with emerging Black musicians, DESTA recreated historic speeches using only the titles of songs by today’s Black artists. These curated playlists honoured icons who fought for justice while spotlighting over 200 up-and-coming talents. Each “Speechlist” linked to DESTA’s site, where listeners could learn about systemic challenges and find ways to support. The playlists, which took over 195 hours to research and totalled 984 minutes of music, were promoted through social media, influencers and out-of-home placements in culturally relevant spaces. Launched during Black History Month, “Speechlist” generated 9.2 million song reproductions, reached over one million people, grew DESTA’s followers by 5% and earned $1.7 million in media value for the artists involved.

Credits

Agency: TANK Worldwide
Client: DESTA Black Community Network
Audio Production Company: Estudios Machina
Chief Creative Officer: Marty Martinez
Executive Creative Director: Sebastián Benítez
Creative Director (Art Director): Camilo Monzón Navas
Creative Director (Writer): Bernardo Rodríguez Pons
Associate Creative Director (Writer): Jasmine Papillon Smith
Senior Copywriter: Amy McAloon
Art Director: William Niño
VP, Strategy: Adam Brain
Chief Marketing Officer: Jillian Mastroianni
Director, Social & Influencer: Stephanie Thuell
Senior Social & Influencer Manager: Natalie McGhee
Community Manager: Jamie Corbett
Director Corporate Communications: Titus Kuipers
Producer: Marie-Michèle Lanoix
Post Producer: Sarah-Claude Lauzier
Editor: Maxence Schlenck
Creative Coordinator: Marion Mason

Global Chief Creative Officer: Gabriel Schmitt
Global Creative Partner: Diego Medvedocky
Global Head of Creative Excellence: Maru Sokolowski
Global Craft Partner: Costanza Rossi
Senior Creative Manager: Catrina Ramos
DESTA Chairman: Dexter Peart
DESTA Executive Director: Kassandra Kernisan
DESTA Director: Maria Varvarikos
DESTA Social Media Manager: Neelan Patel