Creative agency Edelman were keen to find a human, relatable face for Race Equality Matter’s successful digital campaign #MyNameIs encouraging phonetic spelling of names and better awareness around correct pronunciation.

JBN came on board with JIJO directing, and found the issue resonated deeply; as the way we pronounce names can have such profound implications on inclusion, understanding and respect for people’s identities, histories and culture.

We suggested that intimate studio interviews with three diverse contributors speaking authentically about their experiences could bring us much closer to the issue, and personify the impact that this campaign could bring about. We cast individuals with different backgrounds and approaches to the issue, placing them within elevating but varied backdrops to celebrate the strength of their diversity, while soft lighting and close-ups angles allowed viewers to connect directly with their words and feelings.

Leading the interviews, we covered topics as broad as childhood, to discrimination in the workplace and social life, to migration, diaspora experiences and the possibility of a fairer, more inclusive future through the incorporation of phonetic name spelling in business cards or email signatures etc.

While delivering a social-first cutdown within the original black and white brand style of Race Equality Matters, this longer director’s cut received praise from the agency and contributors for successfully capturing the human impact of this issue and campaign with a fresh voice.