Philadelphia 76ers Short Form Series Elevates Black-Owned Businesses in Post-Pandemic Life

In early 2021, the Philadelphia 76ers launched ‘Small Business Spotlight presented by Firstrust Bank,’ a short-form video series highlighting Black-owned businesses in Philadelphia and the surrounding areas. 

A collaboration between Harris Blitzer Sports & Entertainment’s (HBSE) Buy Black Program, the African American Chamber of Commerce, Studio 76─the 76ers’ in-house production company─and Firstrust Bank produced seven short-form videos that told the engaging, original stories behind each business.

The Perception, a Philadelphia-based advertising agency was brought on by the 76ers organisation and Studio 76 to create the video content for each individual feature.

The agency crafted the stories of each business and the people behind them, emphasising what each business does, when they were established, why they were opened, and how each company supports their community, among other topics.

Dillonades, Divinity Skincare, Dynasty Exteriors, Farheems Hands of Precision, The Fresh Works, and Whimsicle were the businesses selected for the initiative.

The first video told the story of the African American Chamber of Commerce, its collaboration with the Philadelphia 76ers and Firstrust Bank, and interviews with participants about their work in the Philadelphia community.

The next three video profiles highlighted three businesses selected through the HBSE Buy Black applicants. The next three videos featured businesses chosen via the African American Chamber of Commerce.

Production concluded in March, and each feature was distributed in-stadium and via the 76ers’ digital and social distribution channels. 

“When covid threw us lemons, the 76ers’ video helped us sell more Dillonades,” said Tiffany Green of Dillonades. “We truly appreciated the support and look forward to one day providing Dillonades to the entire 76ers team for supporting us during the pandemic.” 

At a time when Black-owned small businesses needed continued support, The Perception videos elevated the businesses’ profiles and beginnings and introduced them to a new audience and additional revenue stream when it was direly needed.

This large-scale campaign was critical to these companies remaining open and not only surviving but thriving. Each business continues to run a successful operation to date.