We gave students at HBCUs a platform to find strength in their own voices with Allstate’s first ever Pillars & Poetry Tour hosted by Grammy award-winning spoken-word artist J. Ivy.
We helped Leo Burnett and Allstate develop Pillars & Poetry from the ground up, starting with the overall concept for an on-campus experiential activation and culminating with a digital content series that gave Allstate a powerful way to resonate with their consumers.
The partnership kicked off with a call-to-action by J. Ivy who challenged aspiring spoken word artists at Spelman College, Morehouse College, and Tuskegee University to write original poems about a “Pillar of Strength” in their lives. Our team played a valuable role in bringing together the HBCU leadership, student unions, spoken word artists, and alumni to make this multi-city tour happen.
We took a deep dive into the themes and topics explored by the students via roundtable discussions facilitated by J. Ivy. Then, the finalists were given the opportunity to perform their work on stage in front of their peers and alumni at an Allstate-branded live event.
We created a short-form digital series showcasing the best artists, moments, and messages through a compelling, authentic doc-style approach. These 3-minute episodes along with :60 and :15 cutdowns were distributed on Allstate’s social and digital channels, leveraging their global reach.