INSTAGRAM: RETHINK OUR INFLUENCE

The AAPI Community has been dogged by the Model Minority myth for years. Too often in media, Asian folks are only represented in very specific ways — as quiet, reserved, and ultimately as “Good Influences.”

This narrow characterization of community perpetuates harmful stereotypes, while keeping out many talented folks out of the limelight if they don’t fit into the small boxes reserved for them.

To celebrate AAPI month, we wanted to fight these harmful stereotypes by turning the idea of “Good Influence” on its head. We linked up with an amazing cast of young AAPI talent who are influencing the world for good, but doing it in their own way. Our bold, swaggy campaign invited these incredible folks to flex on the world and never apologize for their incredible talents.

We linked up with an incredible, inspirational cast who are each fighting these outdated stereotypes in their own way. To name a few, we worked with champion gymnast turned activist Katelyn Ohashi, rising dance superstar Sienna Lalau, elite barber-turned-entrepreneur Sophie Tok, Indian rap star Raja Kumari, and most specially for me, my old partner from 72, good friend, and PLANT KING Kay Kim, who stepped away from advertising to build Rooted, a plant company that is about connecting people back to nature. 

Read more about it in Adweek.

The Crew
CD: Sue Anderson
AD: Ivan Djayaputra, Jolene Delisle
Design: Willie Ip
Director: Anthony Pham