Black Lives Matter: Black Lives Matter

Credits & Description:

Brand BLACK LIVES MATTER CANADA
Entrant SID LEE TORONTO
SID LEE Toronto, Canada Entrant Company
SID LEE Toronto, Canada Idea Creation
AD HOC Toronto, Canada Production
Jeffrey Da Silva Sid Lee Executive Creative Director, Partner
Tom Koukodimos Sid Lee Executive Creative Director, Partner
Kelsey Horne Sid Lee Creative Director
Alexis Bronstorph Sid Lee Creative Director
Laura Stein Sid Lee Creative Director
Alex Boland Sid Lee Art Director
Alex Boland Sid Lee Sr Designer
Michelle Calderoni Sid Lee Account Manager
Deven Dionisi Sid Lee Strategist
Richard Jean-Baptiste Sid Lee Global Head, Sid Lee Studio
Kelsey-Lynn Corradetti Sid Lee Integrated Producer
Sally Leggett Ad Hoc Executive Producer
Brooks Reynolds Ad Hoc Photographer
Brooks Reynolds Ad Hoc Director
Synopsis
Black Lives Matter is an activist group that campaigns against systemic racism and violence against black people. Since 2013, it has grown from a hashtag to a worldwide movement.
In 2017, twenty separate Black Lives Matter chapters united to form Black Lives Matter Canada, an organization whose mission is to champion the validity of black life and actively support the causes of black communities.
We wanted to create a symbol that would represent this newly-formed group in a big, bold way. BLM, being a not-for-profit organization, had to create something that had impact with a low budget.
Outcome
In the fall of 2018, the flags will be exhibited as part of a ten city, cross-country tour. The Kevlar flags will act as the connecting thread to connect artists and activists around the issues in their communities.
The flag will be the central element to gallery events showcasing new works by local black artists and will provide a unique conversation starter about the power of art and activism in the movement.
Execution
The design is simple: a black flag with hand-painted white type, mimicking handmade protest signs.
Made completely out of Kevlar, the flag was designed and constructed in under 3 weeks. Built to traditional flag dimensions, and finished with a traditional black canvas edge.
Kevlar's strength comes from its internal structure and its fibers that are knitted tightly together. Using this material to create the flag represents indestructibility through solidarity. It not only speaks out against the unnecessary gun violence, but also, how when people band together, a stronger, unstoppable, and more united force they become.
The bulletproof flag stands as a symbol for Black Lives Matter Canada - a show of solidarity, confidence, and courage.
Campaign Description
The most visible action of BLM is in protests: gatherings of many holding banners, signs, flags. Protest is a tool to effect change at a grand scale.
To symbolize the unification of BLM groups across a nation, we created a flag made entirely of Kevlar, the same material used in bulletproof vests worn by law enforcement. The flag pulls inspiration from BLM's 'Bulletproof' tagline and honours the lives of black men and women affected by unnecessary police gun violence, and flies in the face of systemic racism in our country.
The idea to create a flag - a symbol and representation of a cause - was meant to spark conversation, empower the community and make a strong, symbolic statement in marches and demonstrations across the country.