CALL IT COVID

also known as “A WORD”

Two versions of the same film, spanning two years.

Begging the question: Has anything changed?

THE 2021 FILM

THE 2020 FILM

Visit callitcovid.com for more.

THE CASE STUDY

SELECT FEATURES

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RESULTS

SELECT PRESS

Fast Company: How to design—and redesign—a PSA to stop Asian hate

AdAge: How marketers are responding to surging AAPI hate crimes

AdWeek: Wieden+Kennedy Reintroduces Its “Call it Covid” Campaign as a Cry to Stop Asian Hate

Complex: Wieden+Kennedy’s Asian American Affinity Group Reintroduces Powerful ‘Call It Covid’ Video

Creative Moment: Wieden+Kennedy film campaigns against rising levels of Asian hate crime

CrossingsTV: “A Word” Short Film Illustrates the Power of Words and Brings Awareness to Causes of Rising Anti-Asian Hate Crimes

Fandom: Help Fight AAPI Hate Crimes and Discrimination

Yahoo Entertainment: Wieden+Kennedy's Asian American Affinity Group Reintroduces Powerful 'Call It Covid' Video

“There was no brief. Just a few people who saw a need and used their voice, their talent, and hard work to proactively fill it. It was inspiring and emotional to watch them do it.” - Jason Bagley

Role: Writer, Voice & CD

AD: Jamon Sin // Producers: Mimi Munoz, Eunice Pang (2020) // ECDs: Eric Baldwin, Jason Bagley (2020)