Where Are You Really From?

Racism isn’t just verbal or physical abuse but it can be in the form of microaggressions. This campaign shines alight on the lived experiences of people from the East and Southeast Asian communities but, also speaks to those of other minorities.

We launched the campaign with Virtue and VICE, working with an embroidery artist Nicole Chui. As well as creating a set or articles with the likes of Richard Pang (Ex Creative VP of Hugo Boss), Zing Tsjeng (Editor in Chief of VICE) and Will Oshiro De Groot (Senior Insights Manager of LEGO). As well as created a Snapchat filter that turned the artwork into wearable digital T-Shirt so people everywhere can raise further awareness. This reached over 250k users in under 2 weeks. Check out the filter here

Agency: Virtue /VICE

Creative team: Hannah Bituin & Becky Reynolds