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Sibling Rivalry Teams up with Audible for Ras Baraka’s Book Launch

23/03/2022
Production Company
New York, USA
51
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Agency provides tagline, live action shoot and 360 campaign for 40th Mayor of Newark’s ‘The Book of Baraka’

Sibling Rivalry, the independent creative agency known for their work with HBO on the launch of Legendary, Beats, and redesigning BET, recently collaborated with Audible to help launch Ras Baraka’s The Book of Baraka.

Audible tasked Sibling Rivalry to create a 360 campaign for Baraka, the 40th Mayor of Newark New Jersey, and the release of, The Book of Baraka, on February 24th.

The campaign serves two audiences — those familiar with Baraka and those who have never heard of him. For those familiar, the campaign emphasises the fresh perspective on the activist, politician, and man they know. For those Baraka is unknown, the campaign introduces the Mayor and inspires audiences to learn more about him. 

The campaign includes producing a live-action shoot (see here), post-production, and design and copy across all social and digital assets. The agency created the tagline 'From Poet to Principal to Peacemaker' which captures Baraka’s vast life experience in just six words. It was essential to establish the depth and breadth of Baraka’s story to ensure it wouldn’t be confused with a political campaign. 

“Baraka, at heart, is an activist,” Mikon van Gastel co-founder and chief creative officer of Sibling Rivalry says. “Even at a young age, as he grew from a poet to a school principal to a politician. So naturally, our visual direction was always anchored in grassroots activism. His influential growth against the unique backdrop of Newark shaped him into the leader and poetic voice he is today. That dynamic is what steered our campaign from the start.”

Sibling uses grids, torn edges, and handwritten typography to emulate community posters and signs. This layered visual approach gives the direction depth and history to strike parallels between the struggles of the past and the fight that has yet to be finished.

“We want this work to create a visceral reaction,'' Mikon adds. “And help tell — visually — the important story of an activist, Mayor, and man.”

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