Soul of the South
Brand USA
Challenge
Civil Rights have been at the forefront of this decade’s core issues. As an essential voice in this conversation, Brand USA looked to raise awareness on the Civil Rights trail in the deep South of the United States, enticing young Europeans to experience its cultural uniqueness.
Concept
Euronews’ creative studio, Embrace, produced a series named “Soul of the South,” uncovering the roads that led to freedom.
Inspired by his father’s African American heritage, writer and photographer Johny Pitts led this series. “Soul of the South” crossed the path between history and the modern world in a 6-episode series through Tennessee, Alabama, and the Mississippi.
Campaign
The “Soul of the South” series, produced in 7 languages, had general promos on air, a unique immersive content hub featuring six editorial articles, interactive banners and maps across Euronews.com, and social edits on Euronews Facebook, Twitter and Instagram.
