Walmart:
Black and Unlimited
To amplify Walmart’s commitment to Black-owned brands, we launched a series of activations that turned shelf space into powerful stories of Black entrepreneurship—heroing the creators behind the products.
The Shoutout
50% of Black-owned businesses are discovered through word of mouth, so we invited consumers to wear their favorite Black creators on their sleeve.
From Broccoli City, to HBCU homecoming, The Shoutout popped up at cultural events across the country, inviting guests to make custom merch that put their favorite Black creators on display.
Guests completed prompts like “Ask me about…” and “Let me put you on to…” with Black creators they love, and got them printed on a merch item of their choice. The fonts themselves were designed by up and coming Black graphic designers, as was much of the decor in the space.
On their way out, guests received a swag bag filled with an assortment of Walmart’s own Black-owned brands, and were given two of each item so that they could share with a friend, spreading the word on Black businesses.
Maker’s Studio
A festival within a festival, putting Black creators at the center of it all.
The Walmart Maker’s Studio provided a contextual experience to celebrate Black creator’s and Black-owned brand at popular events like BeautyCon and Revolt World.
At Beautycon, we tapped into creator culture within the world of makeup, with stations like “Explore your Core,” an AR operated mirror that displayed makeup looks from niche online communities, like Mermaid Core and Cottage Core, all utilizing Black-owned beauty brands sold at Walmart.
To further encourage aspiring creators, we hired a certified “posing” coach, David Suh, to help our guests find their best angles and create content they were proud to post.
We rounded out the playful space with bios from the founders of all the Black-owned brands, hoping to inspire the next generation of makers.