2025 Winner

Black & Abroad’s “See You There” campaign set out to surprise customers by using AI to generate images of past guests at upcoming destinations. Instead, the travel company discovered racial biases embedded within the AI technology and a lack of Black representation on the platforms that had trained the AI.

The company partnered with Shutterstock, asking contributing photographers to capture accurate Black experiences to better the future of AI. The resulting campaign asked “Where is the Black Traveller?” to highlight the bias of the Internet. The campaign was the most viewed in the company’s history, with more than
81 million impressions.

Credits

Client: Black & Abroad
Eric Martin - Co-founder, CCO
Kent Johnson - Co-founder, CSO

Ian Mackenzie - Chief Creative Officer
Pedro Izzo - Creative Director
Sydney Gittens - Art Director
Leo Ding - Copywriter
Thiago Santarem - Senior Product Designer
Colin Craig - Executive Creative Director
Elijah Di Gangi - Associate Creative Director
Arnaud Icard - Group Director, Product Development
Pedro Izzo - Designer
Stef Fabich - SVP, Director of Production
Nikhil Bijlani - Project Manager
Gary Gimelfarb - Director of Production
Abdul Dau - Senior Analyst
Mitch Wong - Associate Strategy Director
Luis Pinto - Senior Manager, Platforms
David Imbrogno - Senior Email Developer
Anthony Pilger - Developer
Jason Kan - Motion Designer
Jean-Pierre Goulet - Photo Retoucher
Dan Dragicevic - Production Designer
Bradley Hodgkinson - Production Lead
Ryan Timms - President
Stefanie Kubanka - EVP, Managing Director
Elizabeth Sellors - Chief Operating Officer

Media: Initiative Canada
Sammy Rifai - Chief Strategy Officer
Chris Gairdner - VP, Head of Creative Partnerships
Christian Kern - Group Strategy Director
Ramzi Thabit - Project Manager
Hawie Kenea - Senior Communications Designer
Bethany Coke - Senior Communications Designer
Samantha Rosenberg - Manager, Creative Partnerships
Tyler Dmytrow - Vice President, Head of Social, Kinesso
Olivier Leblond - Senior Vice President, Client Strategy and Growth, Kinesso

Production: The Den Editorial
Tania Mesta - Editor
Gabe Sanchez - Colorist
Laura Macauley - Managing Director
Jennifer Mersis - Executive Producer
Kortney Rubottom - Sr. Producer