meta - new Asian narrative
Facebook is home to hundreds API groups that highlight the vast diversity of Asian culture. It’s living proof that the AAPI community is not a monolith, despite the very narrow corner we’ve been painted into by the Model Minority myth.
For AAPI Month, we created a campaign that dumps the old myth in favor of a new narrative that celebrates the endless ways the AAPI community is evolving what it means to be Asian.
Social Series - “What Do I Do?”
For the AAPI community, the gap between how the older generation and the current generation views career choices is the size of the Pacific.
So we created a social series where young AAPI ask their parents a seemingly simple question: “What do I do?”, in an effort to spark real - and often hilarious - conversations about the ever-evolving idea of Asian identity.
Credits
Agency: Mojo Supermarket
Creative Director: Sean Park
Senior Art Director: Connie Chweh
Senior Copywriter: Rux Drilea
Designer: Yula Ye