The 3 Women Who Started BLM; Ryan Reynolds Joins Brandweek: Monday's First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Meet the 3 Women Who Founded Black Lives Matter—and Started a Global Movement The second annual Beacon Award, which is presented by Adweek and Adcolor to professionals of color and organizations that uplift others and initiate meaningful change for diversity, equity and inclusion, honors the three founders of Black Lives Matter: Patrisse Cullors, Alicia Garza and Opal Tometi. When they first started in 2013, corporations speaking out against police violence toward Black people and protesters was unheard of—and it was even before Colin Kaepernick knelt. The three women were all struck by the death of Trayvon Martin, and in response to Garza’s Facebook post about it, Cullors would initiate the #BlackLivesMatter hashtag that still sweeps social platforms. Tometi saw it, and the three collaborated to make it an official organization. The movement gained momentum over the next few years, but it came to a head with the protests over the death of George Floyd. Now the world is talking about it, and Coca-Cola, Google and other titanic companies are donating millions to advance real change. The origin story: Learn about the powerful women behind this movement and discover how they elevated it to a global scale. Also in the latest issue of Adweek: In her editor’s letter, Adweek’s Lisa Granatstein discusses the significance of the Beacon Award and its honorees, and previews Brandweek. Infographic: Programmatic and connected TV (CTV) are major players in advertising for the upcoming 2020 election cycle.Voice: “The pandemic is shifting culture to reveal an ownable white space for brands to nurture consumer trust.” Learn how they can surrender control and connect with users. The industry’s biggest players trust Adweek to deliver the stats and insights they need to stay on top. Level up with an Adweek Pro Subscription. Ryan Reynolds, 2020 Brand Genius Brand Visionary Honoree, Will Join Us at Brandweek From his iconic film roles to his marketing stunts as owner of Aviation Gin and Mint Mobile, Ryan Reynolds’ creative and clever antics have enchanted and entertained millions. With Aviation in particular, Reynolds’ has creatively directed initiatives including the hilarious Peloton Wife parody, the injection of the brand into a Samsung ad within a Netflix movie, and the celebration of a prestigious leap-year birthday. All of this led to the recent sale of Aviation Gin to Diageo for a whopping $600 million (with Reynolds retained as brand co-owner). Be there: Join us at Brandweek 2020, a fully reimagined virtual experience, to hear from Reynolds yourself. ‘The Hardest Commercial I Have Ever Edited.’ How Nike Created Its Split-Screen Masterpiece Nike made waves last month with the latest short film in its “You Can’t Stop Us” Campaign, crafting a meticulously edited split-screen spot that visually connected athletes of all kinds. Produced by Wieden + Kennedy Portland, the spot required creators to sift through over 4,000 pieces of footage to create this masterpiece of editing. [Watch it here.] Adweek took a look behind the scenes, speaking to four of the key creators behind the ad to discover how it came together. Imagination and dedication: “The magic of this edit happened when we could sit on a shot and absorb what the scene and movement was,” said editor/director Peter Wiedensmith. Uber Urges Those Who Tolerate Racism to Delete the App Timed to the anniversary of the March on Washington and MLK’s “I Have a Dream” speech, Uber released a campaign from Wieden+Kennedy frankly telling consumers that if they tolerate racism, they should delete the app. In connection with the campaign, Uber co-sponsored a march in the capital on Friday, the Commitment March: Get Your Knee Off Our Necks, and provided discounted meals to event staff and discounted rides to some attendees. Taking a stand: “Black people have the right to move without fear,” the billboards read. More of Today’s Top News & Highlights This Marketing Collective Helps Antiracism Movements Create and Spread Their MessagesHow Hilton Is Marketing Through the Pandemic (Pinterest Has Been Key)The NBA Will Work With Networks to Air Civic Engagement PSAs When Play ResumesProgrammatic Is Returning to Its Prepandemic ‘Normal’ Levels ‘Sin Pena:’ Hispanic and Latin American Leaders Issue a Fearless Charge to Speak Up Last week’s Hispanic and Latin American Summit was stunning in its depth, richness and passion. Featuring insights both professional and personal from the likes of Burger King’s Fernando Machado, We Are All Human’s Claudia Romo Edelman, the Arizona Coyotes’ Xavier Gutierrez, PepsiCo’s Fabiola Torres and the AARP’s Yvette Peña—plus many more—the event dissected and challenged the issues Hispanic and Latin American people face today. Watch: If you missed this impactful event, you can see the recording in its entirety here. More of the Latest Amazon Halo Isn’t Just Monitoring Your Health—It’s Judging YouFacebook Rolls Out News Subscription Linking for UsersHow to Approach Legal Issues With CGI InfluencersBack-to-School TV Ad Spend Plays Hooky in 2020

First Things First

The 3 Women Who Started BLM; Ryan Reynolds Joins Brandweek: Monday's First Things First

Plus, behind the scenes of the iconic spit-screen Nike ad and Uber tells racists to delete its app

Jess Zafarris

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Jess Zafarris