we are a nation divided that’s what they tell us right this chasm between us but
tell us right this chasm between us but
tell us right this chasm between us but what they don’t tell you what doesn’t
what they don’t tell you what doesn’t
what they don’t tell you what doesn’t make the news is this
make the news is this
make the news is this we carry each other forward no matter
we carry each other forward no matter
we carry each other forward no matter who we are
who we are
who we are or what we believe or where we come from
or what we believe or where we come from
or what we believe or where we come from we’ve had the privilege to carry a
we’ve had the privilege to carry a
we’ve had the privilege to carry a century of humanity
century of humanity
century of humanity lovers fighters leaders
lovers fighters leaders
lovers fighters leaders but maybe what we carry isn’t just
but maybe what we carry isn’t just
but maybe what we carry isn’t just people it’s an idea
people it’s an idea
people it’s an idea that well we’re not the same we can be
that well we’re not the same we can be
that well we’re not the same we can be one
one
one [Music]
[Music]
[Music] is the willingness to dare so let’s have
is the willingness to dare so let’s have
is the willingness to dare so let’s have a conversation about culture I believe
a conversation about culture I believe
a conversation about culture I believe that culture is everything and in
that culture is everything and in
that culture is everything and in everything we can find culture and we
everything we can find culture and we
everything we can find culture and we every single one of us sitting here in
every single one of us sitting here in
every single one of us sitting here in this room today has the power to
this room today has the power to
this room today has the power to influence culture in ways we don’t often
influence culture in ways we don’t often
influence culture in ways we don’t often realize we are the gatekeepers of
realize we are the gatekeepers of
realize we are the gatekeepers of culture because you see today culture
culture because you see today culture
culture because you see today culture isn’t only found in the grand rooms of
isn’t only found in the grand rooms of
isn’t only found in the grand rooms of the Met or in the halls of Lincoln
the Met or in the halls of Lincoln
the Met or in the halls of Lincoln Center or deep in the National Archives
Center or deep in the National Archives
Center or deep in the National Archives culture is everywhere and in everyone
culture is everywhere and in everyone
culture is everywhere and in everyone yes it’s art and music and fashion and
yes it’s art and music and fashion and
yes it’s art and music and fashion and architecture but it’s also culinary or
architecture but it’s also culinary or
architecture but it’s also culinary or parenting or gardening or tech or travel
parenting or gardening or tech or travel
parenting or gardening or tech or travel or even the coffee that we drink or the
or even the coffee that we drink or the
or even the coffee that we drink or the watch that we wear on our wrist pretty
watch that we wear on our wrist pretty
watch that we wear on our wrist pretty much any industry that you can think of
much any industry that you can think of
much any industry that you can think of has an underlying culture with it now
has an underlying culture with it now
has an underlying culture with it now the reason why culture is so important
the reason why culture is so important
the reason why culture is so important to us is because it gives us a sense of
to us is because it gives us a sense of
to us is because it gives us a sense of fulfillment and acceptance it feeds our
fulfillment and acceptance it feeds our
fulfillment and acceptance it feeds our curiosities and the more that we know
curiosities and the more that we know
curiosities and the more that we know about it the more that we are open to
about it the more that we are open to
about it the more that we are open to others in our society so what if we were
others in our society so what if we were
others in our society so what if we were to take it a step further and what if
to take it a step further and what if
to take it a step further and what if the brands and businesses we let into
the brands and businesses we let into
the brands and businesses we let into our worlds are held to the same standard
our worlds are held to the same standard
our worlds are held to the same standard of authentic fulfillment that culture
of authentic fulfillment that culture
of authentic fulfillment that culture gives us and what if in turn those
gives us and what if in turn those
gives us and what if in turn those brands are rewarded with profits and
brands are rewarded with profits and
brands are rewarded with profits and loyalty for advancing culture and our
loyalty for advancing culture and our
loyalty for advancing culture and our hyper-connected society today we’ve been
hyper-connected society today we’ve been
hyper-connected society today we’ve been giving the access to information and
giving the access to information and
giving the access to information and news more than ever before and we’re
news more than ever before and we’re
news more than ever before and we’re seeing a shift in balance as to who
seeing a shift in balance as to who
seeing a shift in balance as to who controls cultural conversations we no
controls cultural conversations we no
controls cultural conversations we no longer simply accept whatever message a
longer simply accept whatever message a
longer simply accept whatever message a brand wants to dictate to us about who
brand wants to dictate to us about who
brand wants to dictate to us about who we are we the gatekeepers sitting here
we are we the gatekeepers sitting here
we are we the gatekeepers sitting here today have a power to influence
today have a power to influence
today have a power to influence brands more than ever before let me give
brands more than ever before let me give
brands more than ever before let me give you an example about what I mean by
you an example about what I mean by
you an example about what I mean by telling you a story about the little boy
telling you a story about the little boy
telling you a story about the little boy that you see on screen
that you see on screen
that you see on screen this little boy grew up in Liberty City
this little boy grew up in Liberty City
this little boy grew up in Liberty City Miami which has a population
Miami which has a population
Miami which has a population predominantly made up of
predominantly made up of
predominantly made up of african-americans and Latinos one of the
african-americans and Latinos one of the
african-americans and Latinos one of the worst one of the highest crime rates in
worst one of the highest crime rates in
worst one of the highest crime rates in the States and in in a median household
the States and in in a median household
the States and in in a median household income of about $22,000
income of about $22,000
income of about $22,000 this little boy grew up without a father
this little boy grew up without a father
this little boy grew up without a father his parents separated when they were
his parents separated when they were
his parents separated when they were young when he was young because the
young when he was young because the
young when he was young because the father thought the little boy was in his
father thought the little boy was in his
father thought the little boy was in his and his mother struggled with addiction
and his mother struggled with addiction
and his mother struggled with addiction so another woman had to take the little
so another woman had to take the little
so another woman had to take the little boy in and help raise them as best she
boy in and help raise them as best she
boy in and help raise them as best she could
could
could that little boy went on to attend Miami
that little boy went on to attend Miami
that little boy went on to attend Miami northwestern senior high school which
northwestern senior high school which
northwestern senior high school which was by far one of the worst high schools
was by far one of the worst high schools
was by far one of the worst high schools in the state it consistently received a
in the state it consistently received a
in the state it consistently received a D or an F in academic performance now
D or an F in academic performance now
D or an F in academic performance now based on everything that I’m telling you
based on everything that I’m telling you
based on everything that I’m telling you this little boy is probably the last
this little boy is probably the last
this little boy is probably the last person you’d expect to influence culture
person you’d expect to influence culture
person you’d expect to influence culture but somehow he finds a way to overcome
but somehow he finds a way to overcome
but somehow he finds a way to overcome all the Loews challenges and makes it to
all the Loews challenges and makes it to
all the Loews challenges and makes it to college where he realizes that he has a
college where he realizes that he has a
college where he realizes that he has a really really good eye for film and in
really really good eye for film and in
really really good eye for film and in fact after college he leaves the state
fact after college he leaves the state
fact after college he leaves the state of Florida and makes a break for
of Florida and makes a break for
of Florida and makes a break for Hollywood now where the story gets
Hollywood now where the story gets
Hollywood now where the story gets really remarkable is in what happens
really remarkable is in what happens
really remarkable is in what happens next to this little boy through mutual
next to this little boy through mutual
next to this little boy through mutual friends he’s connected to another writer
friends he’s connected to another writer
friends he’s connected to another writer who also grew up in Liberty City and was
who also grew up in Liberty City and was
who also grew up in Liberty City and was in the process of writing an
in the process of writing an
in the process of writing an autobiography about his own upbringing
autobiography about his own upbringing
autobiography about his own upbringing and that autobiography resonated so
and that autobiography resonated so
and that autobiography resonated so deeply with this little boy that he
deeply with this little boy that he
deeply with this little boy that he decided to turn it into a movie that
decided to turn it into a movie that
decided to turn it into a movie that movie called moonlight went on to win
movie called moonlight went on to win
movie called moonlight went on to win the Oscar for Best Picture at this
the Oscar for Best Picture at this
the Oscar for Best Picture at this year’s Academy Awards if you haven’t
year’s Academy Awards if you haven’t
year’s Academy Awards if you haven’t guessed it by now that little boy is
guessed it by now that little boy is
guessed it by now that little boy is writer and director Barry Jenkins it’s
writer and director Barry Jenkins it’s
writer and director Barry Jenkins it’s amazing to me that that little boy with
amazing to me that that little boy with
amazing to me that that little boy with such a travel troubling background and
such a travel troubling background and
such a travel troubling background and upbringing could go on to affect culture
upbringing could go on to affect culture
upbringing could go on to affect culture the way that he did and that’s obvious
the way that he did and that’s obvious
the way that he did and that’s obvious to all of us because he spoke
to all of us because he spoke
to all of us because he spoke to us so beautifully and so
to us so beautifully and so
to us so beautifully and so authentically but if you look at if you
authentically but if you look at if you
authentically but if you look at if you dig a little deeper you’d find that a
dig a little deeper you’d find that a
dig a little deeper you’d find that a business was also a winner
business was also a winner
business was also a winner you see I’m sure that the company a 24
you see I’m sure that the company a 24
you see I’m sure that the company a 24 which was behind the production of
which was behind the production of
which was behind the production of moonlight is not complaining about the
moonlight is not complaining about the
moonlight is not complaining about the fact that a movie with a 1.5 million
fact that a movie with a 1.5 million
fact that a movie with a 1.5 million dollar production budget went on to
dollar production budget went on to
dollar production budget went on to gross over 65 million dollars worldwide
gross over 65 million dollars worldwide
gross over 65 million dollars worldwide that’s a pretty nice return on
that’s a pretty nice return on
that’s a pretty nice return on investment and it was all driven by a
investment and it was all driven by a
investment and it was all driven by a unique desire to speak to culture with
unique desire to speak to culture with
unique desire to speak to culture with authenticity now it should be obvious
authenticity now it should be obvious
authenticity now it should be obvious that culture drives the bottom line and
that culture drives the bottom line and
that culture drives the bottom line and we again the gatekeepers sitting in this
we again the gatekeepers sitting in this
we again the gatekeepers sitting in this room today drive culture but that
room today drive culture but that
room today drive culture but that cultural relevance is the secret sauce
cultural relevance is the secret sauce
cultural relevance is the secret sauce that big brands are constantly looking
that big brands are constantly looking
that big brands are constantly looking to cook up and in our hyper connected
to cook up and in our hyper connected
to cook up and in our hyper connected society of today we no longer simply
society of today we no longer simply
society of today we no longer simply accept whatever message of brand wants
accept whatever message of brand wants
accept whatever message of brand wants to tell us we have the power to
to tell us we have the power to
to tell us we have the power to influence brands I’ve seen this ship up
influence brands I’ve seen this ship up
influence brands I’ve seen this ship up close and personal
close and personal
close and personal I spent a better part of the last five
I spent a better part of the last five
I spent a better part of the last five years working with a incredibly talented
years working with a incredibly talented
years working with a incredibly talented group of communicators at Cadillac and
group of communicators at Cadillac and
group of communicators at Cadillac and our challenge was to introduce this
our challenge was to introduce this
our challenge was to introduce this iconic brand to a new generation of
iconic brand to a new generation of
iconic brand to a new generation of consumers and what we found very early
consumers and what we found very early
consumers and what we found very early on was that if we wanted to be relevant
on was that if we wanted to be relevant
on was that if we wanted to be relevant everything we did to communicate our
everything we did to communicate our
everything we did to communicate our values needed to come from a place of
values needed to come from a place of
values needed to come from a place of authenticity and credibility and along
authenticity and credibility and along
authenticity and credibility and along the way I had a bit of a realization
the way I had a bit of a realization
the way I had a bit of a realization myself and because you see the customer
myself and because you see the customer
myself and because you see the customer that Cadillac
that Cadillac
that Cadillac looked to make a connection with sounded
looked to make a connection with sounded
looked to make a connection with sounded a lot like me that customer came from a
a lot like me that customer came from a
a lot like me that customer came from a metropolitan environment has a diverse
metropolitan environment has a diverse
metropolitan environment has a diverse background so you don’t know if he is
background so you don’t know if he is
background so you don’t know if he is black or white or Latino or another
black or white or Latino or another
black or white or Latino or another racial makeup millennial entering his
racial makeup millennial entering his
racial makeup millennial entering his prime years of bout buying power could
prime years of bout buying power could
prime years of bout buying power could be single could be married to be gay to
be single could be married to be gay to
be single could be married to be gay to be heterosexual
be heterosexual
be heterosexual values individuality and believes that
values individuality and believes that
values individuality and believes that tomorrow will be better than today just
tomorrow will be better than today just
tomorrow will be better than today just like a lot of us sitting here today so I
like a lot of us sitting here today so I
like a lot of us sitting here today so I thought to myself well if I’m the target
thought to myself well if I’m the target
thought to myself well if I’m the target I can use my diversity of thought and my
I can use my diversity of thought and my
I can use my diversity of thought and my diversity of background to help this
diversity of background to help this
diversity of background to help this iconic brand win and along the way I no
iconic brand win and along the way I no
iconic brand win and along the way I no longer view that our our customer as our
longer view that our our customer as our
longer view that our our customer as our target but more so as my peer and just
target but more so as my peer and just
target but more so as my peer and just like Barry Jenkins
like Barry Jenkins
like Barry Jenkins I used my unique experiences and
I used my unique experiences and
I used my unique experiences and backgrounds to build a cultural
backgrounds to build a cultural
backgrounds to build a cultural connection with others but you would be
connection with others but you would be
connection with others but you would be surprised how many brands miss the mark
surprised how many brands miss the mark
surprised how many brands miss the mark when looking to influence us when
when looking to influence us when
when looking to influence us when looking to build a cultural connection
looking to build a cultural connection
looking to build a cultural connection with us they just simply don’t
with us they just simply don’t
with us they just simply don’t understand our culture prime example
understand our culture prime example
understand our culture prime example Pepsi
Pepsi
Pepsi how many of you guys remember the
how many of you guys remember the
how many of you guys remember the backlash that Pepsi received earlier
backlash that Pepsi received earlier
backlash that Pepsi received earlier this year for that ad with kendall
this year for that ad with kendall
this year for that ad with kendall Jenner now we don’t need to get into the
Jenner now we don’t need to get into the
Jenner now we don’t need to get into the specifics and I’m sure that the team
specifics and I’m sure that the team
specifics and I’m sure that the team behind the ad were well-intentioned but
behind the ad were well-intentioned but
behind the ad were well-intentioned but clearly they missed the mark when they
clearly they missed the mark when they
clearly they missed the mark when they believe that a can of soda could turn
believe that a can of soda could turn
believe that a can of soda could turn the culture of activism and make it look
the culture of activism and make it look
the culture of activism and make it look like Coachella and Pepsi is not the only
like Coachella and Pepsi is not the only
like Coachella and Pepsi is not the only one how many of you guys have seen this
one how many of you guys have seen this
one how many of you guys have seen this ad from Nivea to promote a new line of
ad from Nivea to promote a new line of
ad from Nivea to promote a new line of clear deodorant I guess no one caught
clear deodorant I guess no one caught
clear deodorant I guess no one caught the racial undertones but to make it
the racial undertones but to make it
the racial undertones but to make it even worse this ad was targeted at
even worse this ad was targeted at
even worse this ad was targeted at customers in the Middle East and what
customers in the Middle East and what
customers in the Middle East and what about United Airlines with their
about United Airlines with their
about United Airlines with their customer service disaster earlier this
customer service disaster earlier this
customer service disaster earlier this year an argument could be made that they
year an argument could be made that they
year an argument could be made that they got so caught up in their own internal
got so caught up in their own internal
got so caught up in their own internal red tape that they lost sight of the
red tape that they lost sight of the
red tape that they lost sight of the most basic culture of human decency and
most basic culture of human decency and
most basic culture of human decency and empathy for others now there’s no
empathy for others now there’s no
empathy for others now there’s no blanket strategy about how brands can
blanket strategy about how brands can
blanket strategy about how brands can communicate the culture authentically
communicate the culture authentically
communicate the culture authentically but there are some things that we can
but there are some things that we can
but there are some things that we can learn from the way that we interact as
learn from the way that we interact as
learn from the way that we interact as people every day that can serve as
people every day that can serve as
people every day that can serve as guidance number one listen interacting
guidance number one listen interacting
guidance number one listen interacting with others requires two-way dialogue
with others requires two-way dialogue
with others requires two-way dialogue you’ve got you have to learn about what
you’ve got you have to learn about what
you’ve got you have to learn about what is of importance to the community that
is of importance to the community that
is of importance to the community that you want to to be accepted by and you
you want to to be accepted by and you
you want to to be accepted by and you don’t you can’t learn how to interact if
don’t you can’t learn how to interact if
don’t you can’t learn how to interact if you don’t know what to say
you don’t know what to say
you don’t know what to say number two make impossible things
number two make impossible things
number two make impossible things possible look to engage the community
possible look to engage the community
possible look to engage the community that you want to be accepted by by
that you want to be accepted by by
that you want to be accepted by by adding value it’ll be much easier for
adding value it’ll be much easier for
adding value it’ll be much easier for that community to accept you if you’re
that community to accept you if you’re
that community to accept you if you’re not only speaking their language but in
not only speaking their language but in
not only speaking their language but in abling something to happen
abling something to happen
abling something to happen number three people first everything
number three people first everything
number three people first everything else second now look this one is a hard
else second now look this one is a hard
else second now look this one is a hard one because they requires giving us
one because they requires giving us
one because they requires giving us giving up a bit of control but we know
giving up a bit of control but we know
giving up a bit of control but we know when we are being taken advantage of
when we are being taken advantage of
when we are being taken advantage of we reject those that do so and number
we reject those that do so and number
we reject those that do so and number four don’t hijack culture look make no
four don’t hijack culture look make no
four don’t hijack culture look make no mistake every single one of us in this
mistake every single one of us in this
mistake every single one of us in this room we are all cultural appropriators
room we are all cultural appropriators
room we are all cultural appropriators but are we also appreciative
but are we also appreciative
but are we also appreciative there’s a difference cultures requires
there’s a difference cultures requires
there’s a difference cultures requires cultivation and if you simply hijack and
cultivation and if you simply hijack and
cultivation and if you simply hijack and appropriate you lose credibility now if
appropriate you lose credibility now if
appropriate you lose credibility now if you think about it we apply these four
you think about it we apply these four
you think about it we apply these four basic principles in our everyday lives
basic principles in our everyday lives
basic principles in our everyday lives about everything that we’re passionate
about everything that we’re passionate
about everything that we’re passionate about we listen we engage we cultivate
about we listen we engage we cultivate
about we listen we engage we cultivate we respect and I’ve learned that if we
we respect and I’ve learned that if we
we respect and I’ve learned that if we take these four principles and apply
take these four principles and apply
take these four principles and apply them in business we can leave a much
them in business we can leave a much
them in business we can leave a much more meaningful mark on our society just
more meaningful mark on our society just
more meaningful mark on our society just like Barry Jenkins did just like
like Barry Jenkins did just like
like Barry Jenkins did just like Cadillac is looking to do so the point
Cadillac is looking to do so the point
Cadillac is looking to do so the point is culture is us and we can as the
is culture is us and we can as the
is culture is us and we can as the gatekeepers we cannot allow ourselves to
gatekeepers we cannot allow ourselves to
gatekeepers we cannot allow ourselves to be hijacked appropriated and bankrupted
be hijacked appropriated and bankrupted
be hijacked appropriated and bankrupted we work too hard
we work too hard
we work too hard to curate every aspect of our lives to
to curate every aspect of our lives to
to curate every aspect of our lives to make sure that we always have a sense of
make sure that we always have a sense of
make sure that we always have a sense of fulfillment we should be able to hold
fulfillment we should be able to hold
fulfillment we should be able to hold the brands and businesses we let into
the brands and businesses we let into
the brands and businesses we let into our lives to the same standards thank
our lives to the same standards thank
our lives to the same standards thank you
you
you [Applause]
”
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