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As American As

Award: Wood Pencil

Wood Pencil / Crafts for Advertising / Photography for Advertising / 2017

Perfect white families with straight parents and 2.5 kids are no longer the American norm. To position Fusion as the media outlet for a new, diverse America, we took the phrase "As American as apple pie" and turned it on its head. By juxtaposing "As American As" with portraits of real Americans, like a 90-year-old woman who smokes medicinal marijuana and a drag queen on her off hours, the campaign gives voice to the unheard, setting up Fusion as a place for them to gather.

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  • As American As
  • As American As
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  • As American As
  • As American As

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