Audible approached me to work with their team to develop and produce a campaign for the launch of their original series, We’ve Got Answers. This podcast-style series aimed to create a comfortable space to ask and answer uncomfortable questions about race in the U.S. The project was spearheaded by Charlamagne Tha God, a prominent media personality known for his thought-provoking insights, and James Altucher, who together brought forth pressing questions to a panel of cultural critics, activists, and thought leaders.

Raise Awareness: Generate buzz and visibility for We’ve Got Answers as a groundbreaking series addressing race relations in the U.S.

Engage Audience: Create an engaging campaign that resonates with a diverse audience, encouraging them to tune into the series.

Highlight Key Themes: Showcase the series’ focus on candid discussions about race, presented in an accessible and entertaining format.

To bring We’ve Got Answers to life, we conceptualized two distinct yet complementary campaign themes: “Bodega” and “Heard Mentality.” Each concept aimed to capture the essence of the series while appealing to different facets of the audience.

Setting: A familiar, neighborhood bodega brimming with life and character.

Narrative: The bodega, run by Charlamagne Tha God, is a metaphorical space stocked with knowledge instead of everyday goods. The concept centers around Char seamlessly connecting customers (predominantly white individuals) with the answers they seek, much like finding the right item in a store. This setting provided a relatable and approachable backdrop to address complex racial questions.

Execution:

Visual Style: Authentic and immersive, capturing the essence of a bustling bodega with low-key music, lounging cats, and an out-of-order ATM.

Interactions: Charlamagne behind the counter, engaging with a steady flow of customers asking for answers as if they were common goods. This setup allowed for a natural, conversational tone.

Message: We’ve Got Answers is a place where curiosity is met with knowledge, bridging gaps in understanding.

Setting: A dynamic town hall meeting, infused with high energy and direct engagement.

Narrative: Charlamagne Tha God addresses a town hall meeting, speaking directly to the camera about the series’ mission. His speech is interspersed with impactful images and footage that reflect his words, emphasizing the collective effort to understand and address racial issues.

Execution:

Visual Style: High-energy and visually engaging, combining live-action shots with archival footage and images.

Interactions: Char’s direct-to-camera delivery creates a sense of immediacy and urgency. The cuts to diverse faces, places, and moments illustrate the broader impact and relevance of the discussions.

Message: We’ve Got Answers is about individual questions leading to collective truths, emphasizing the series’ inclusive and comprehensive approach.

Campaign Rollout

1. Teaser Trailers: Short, impactful teasers for both concepts were released on social media, generating curiosity and anticipation for the series.

2. Full-Length Promos: Extended versions of the “Bodega” and “Heard Mentality” spots aired on digital platforms, providing a deeper dive into the themes and tone of We’ve Got Answers.

3. Interactive Content: Engaging social media posts and interactive content encouraged audiences to submit their own questions, fostering a sense of community and participation.

•High Engagement: The campaign successfully captured the audience’s attention, leading to increased engagement across Audible’s social media platforms.

•Positive Reception: Both concepts were praised for their creativity and effectiveness in addressing complex topics in an accessible manner.

•Series Success: We’ve Got Answers saw a significant boost in listenership, becoming one of Audible’s most talked-about original series. And winning a ProMax award for Best Audio Series Trailer.

Leading the creative direction and execution of the We’ve Got Answers campaign was a rewarding experience that showcased our team’s ability to tackle sensitive topics with creativity and empathy. Through the “Bodega” and “Heard Mentality” concepts, we were able to create a campaign that not only promoted the series but also sparked meaningful conversations about race in America. This case study exemplifies our commitment to producing impactful and engaging content that resonates with diverse audiences.