Elevating Young Black Creators Shaping Culture

Gen Z drives culture, especially in areas like fashion, but Black creators are often under-recognized, under-funded, and under-credited for their influence. Gushers wanted to authentically show up for young Black creators while keeping the brand relevant, playful, and culturally connected to teens.

Campaign
Black Voices Create

Brand
Gushers

Year
2023-2024

Gushers | Black Voices Create

Three people with neon lighting; woman with long braided hair on left, man with glasses in middle, woman with curly hair on right.
Three young adults posing together on a white platform against a black background, smiling at the camera.
A colorful billboard showcasing young Black individuals with the message "black voices create fashion" and promoting Gushers snacks, located above a subway station entrance for the New York City Subway.

The Details

  • Fashion is one of Gen Z’s most powerful forms of self-expression. For emerging Black designers, visibility and access, not just social shout-outs, can be career-defining. True support means putting creators on real stages, not just brand feeds.

  • Partner with Hypebeast to spotlight emerging Black fashion designers during New York Fashion Week, helping close the “value gap” between cultural impact and opportunity. Bring the designs to life through a creator-led capsule collection.

  • Increase followers for the designers

    Social engagement for Gushers

  • ADWEEK’S Media Plan of the Year

    +2% lift in brand favorability

    +8% increase in purchase intent

    3× higher average AR lens play time vs. Snapchat CPG benchmarks

    National recognition across 2024 industry awards and media, reinforcing Gushers as a brand that champions creativity, culture, and inclusion

  • Directed experiential and digital activations, including NYFW programming, AR try-on integration, and OOH amplification

    Managed budget, timelines, and cross-functional alignment across brand, PR, legal, and media teams

    Measured performance against brand health and engagement KPIs to ensure both cultural impact and business results

Awards & Recognition

The word "ADWEEK" written in large, bold, dark blue letters on a black background.

Winner: Media Plan of the Year, Best use of Experiential in Campaigns spending $500,000+

Partners

Logo with the words "HPC" and a colorful spiral design.
Text saying 'The Social Lights' on a teal background
Logo of the Oklahoma City Community Foundation, featuring a blue stylized dollar sign with a red heart and the text 'Oklahoma City Community Foundation'.