The ad campaign was designed to promote the EMMA Awards and the EMMA Festival.
The design made use of the Union Jack flag to reflect the multiculturalism of the British Isles by an Ethnic Minority teenager and three other boys whose Football shirts reflect England, Scotland and Wales symbolising mainland Britain – representing pure British Multicultural values regardless of race, creed or colour because Britain is defined by its true multicultural Union.
The lack of a Football shirt for the United Kingdom flag lays the suggestion of the need for a national identity involving the whole populace, if Britain is to achieve real social cohesion as Football is only one aspect of our cultural union. The EMMA Show highlighted successful Social Cohesion in promoting Social Inclusion throughout the Creative Industry known by DCMS.
The entire design brings into focus the different communities within Britain and pushes the idea that all cultures should exist under one banner reflecting our collective United Kingdom identity.
This advert, alongside the EMMA Awards TV Show, was the catalyst to us winning the London 2012 Multicultural Olympic Games bid in 2005, due to EMMA’s show and Ad Campaigns.
This Ad production and campaign was done in-house by the EMMA Team.
