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Code My Crown

Daniel J Edelman Ltd PROJECT
Code My Crown by Daniel J Edelman Ltd

credits

Title
  • Code My Crown
Entrant
  • Daniel J Edelman Ltd

About This Project

Summary

We collaborated with Open Source Afro Hair Library and a team of Black 3D artists, animators, programmers to create ‘Code my Crown’ - a 200-page downloadable guide on how to code for textured Black hairstyles. The initiative offered coders the tools to create inclusive and representative gaming experiences, thereby allowing Black gamers to see their identities?authentically?mirrored in their avatars.

Goals & Objectives

Dove has built deep trust with the Black community by advancing the CROWN Act, which helps protect against discrimination based on race-based hairstyles. For digital-natives, representation in gaming is as crucial as representation in life. What could Dove do about lack of representation in gaming?

Results & Impact

Ubisoft , Undead Labs and Activision have incorporated the code into its development processes. 2,691 guide downloads 95% of Black gamers agree “the initiative has a positive impact on the gaming industry" 1.81B+ impressions with 100% positive/neutral sentiment Engagement rate 22.9%

the team

Judy John
  • Global CCO
  • Edelman
Andrew Simon
  • Global Creative Director for Unilever
  • Edelman
Mattias Ronge
  • EMEA CCO
  • Edelman
Stefan Ronge
  • EMEA CCO
  • Edelman
Jamie George Cordwell
  • Global ECD
  • Edelman
John Wilds
  • ACD Copywriting
  • Edelman
Thiago Campos
  • ACD Art Direction
  • Edelman
Izzi Mordini
  • Designer
  • Edelman
Albert Botelho
  • Senior Art Director
  • Edelman
Olivia Thomas
  • Principal Writer
  • Edelman
Virginia Landau
  • Senior Director, Global Client Lead for Unilever
  • Edelman
Ashlie White
  • SVP Multicultural
  • Edelman
Jasmine Smith
  • VP Client Director
  • Edelman
Liz Harris
  • Associate Client Director
  • Edelman
Katie Stratakis
  • Global Client Director
  • Edelman
Anna Cantley
  • Associate Client Director
  • Edelman
Melle Hock
  • CSO for US & Global Strategy Director Lead for Unilever
  • Edelman
Alex Sullivan
  • Strategy Director
  • Edelman
Lucie Hackman
  • Head of Production
  • Edelman
Georgina Shann
  • SVP, DxI
  • Edelman
Ashley Jamieson
  • Project Manager
  • Edelman
Ed Hooton
  • Guide Producer
  • Edelman