Cricket Wireless Launches a Campaign That Embraces HBCU Life

Filmmaker Ewurakua Dawson-Amoah directs loving glimpses of Black college culture


Filmmaker Ewurakua Dawson-Amoah recently said that much of her work is dedicated to showing young Black creatives that there is room for them in their respective industries, noting “a lot of us grow up thinking there’s not a space for us at the table.” A recent partnership between Dawson-Amoah and Cricket Wireless in support of HBCUs demonstrates just how wrong those doubts are.

Cricket’s relationship with HBCUs began in 2018 and has led to the brand becoming an official sponsor of the MEAC/SWAC Challenge. To celebrate the deal, the brand will release a trilogy of videos directed by Dawson-Amoah, who debuted the short film “To The Girl That Looks Like Me” earlier this year as a part of the Scene in Color series presented by Target and NBC.

Created in partnership with the Dallas-based agency Dieste and featuring a cast of HBCU students and alumni as well as including Black crew members, these spots—titled “The Win,” “The Beat” and “Horizons”—all focus on athletes, artists and scholars as they achieve their dreams. Each video urges students to “keep your eyes on the horizon,” assuring them that “we can’t wait to see how far you go.”

Cricket Wireless/Dieste

Honoring the experience

“We really wanted this campaign to capture the spirit and passion of the Historic Black Colleges and Universities experience,” said Tony Mokry, vice president and chief marketing officer at Cricket Wireless. “As part of that, it was important for us to include authentic talent from the schools themselves and the broader Black community both behind and in front of the camera.”

For Dawson-Amoah, the series was an opportunity to create awareness around the cultural importance of these longstanding institutions.

“Graduating from a college or university is huge for young Black Americans, considering that not too long ago our skin color prevented us from doing so in this country,” says Dawson-Amoah in a statement. “I wanted to celebrate the young Black excellence and the pride that comes from attending these schools. Telling stories like this is what drives me the most as a director.”

This initiative continues parent company AT&T’s efforts at fostering equity across many industries, and will see Cricket partnering with SWAC in a literacy program in which HBCU student athletes allot time to read and discuss their HBCU experiences with students at local schools and organizations. Cricket will also be making donations to these schools’ reading programs, as well as supply $24,000 to the eight HBCUs competing in the National Battle of the Bands in support of music programs as a part of its Black Music Month platform.

CREDITS:

Greenpoint Credits (Production and Editorial):

Director – Ewurakua Dawson-Amoah

Dieste (Agency):

Danny Villanueva – Group Account Director
Dan Sipes – Account Director
Sam Juan – Account Supervisor
Luis Cano – Senior Account Executive
Erin Clark – Group Account Director
Chasson Gracie – Group Account Director
Tara Westberg – Senior Producer
Alex Campo – Executive Creative Director
Kevin Miles – Creative Director
Jesus Acosta – Senior Art Director
Rigoberto Ceballos – Art Director
Justin Dominguez – Junior Art Director

Cricket:

Cindy Rozier – Assistant VP Marketing, Brand, Advertising & Sponsorships
Erin Bishop – Lead Manager, Marketing Communications

MPC – Color

Psyop – Animation/SFX
Shindig – Music
Barking Owl – Sound Design and Mix