Oriel Davis-Lyons, creative director, spotify

Deadline: March 31st 2021 at Midnight PST.

Oriel Davis-Lyons used to be a chef. But, after getting tired of the long hours and intense pressure he decided to get into advertising. He started his career in New Zealand at Colenso BBDO and in 2015 made the move to New York where he worked at R/GA and Droga5 before joining Spotify. He has won over 100 awards across every major show and his work often uses a non-traditional approach to highlight social issues, like creating a partnership between Amnesty International and AdBlock to protest online censorship or a campaign to put graphic warning labels on boxes of ammunition. He is also the founder and head of ONE School, a free, online portfolio program for Black creatives and an attempt to address systemic barriers to entry in the advertising industry. He lives in Brooklyn with his family in an apartment that gets smaller every day.

BRIEF: diversify the great outdoorS

Problem: Nature is everywhere, but it’s not for everyone. In fact, in the UK only 1% of visitors to national parks are from Black and Minority Ethnic (BAME) backgrounds. In the US, only 6% of visitors are Black.

The reasons are complex. There is a lack of access due to more Black and minority communities being concentrated in the city. There are concerns about safety because historically, white rural areas have been less than welcoming. And then there is the relatively high cost of entry into outdoor pursuits like mountain biking, climbing, fishing etc.

Your brief is to come up with an idea that increases Black and minority participation in the great outdoors.

You can use any client or brand or none at all.

And you can execute in any medium or channel.

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