Diversity issues are easier to discuss once you have the right words and context available. FCB, a global advertising agency, created the "456" framework and vocabulary to facilitate meaningful conversations about cultural competency and consistently and objectively evaluate creative. They use it to keep themselves honest, ensure the work is working, and push themselves to keep innovating and creating equity-building ideas.
CLIENT
FCB Health
TOOLS
Adobe Xd
Photoshop
DATE
2020 - ongoing
The 456 site essentially serves as a tool creatives can bookmark on their browsers to use as a reference as they ideate. We decided to structure the site as an interactive glossary of terms.
Our target audience is tech savvy creatives in the advertising industry. To navigate the site, users continue to scroll through the page interactions that reveal content.
The Watch Out Words section is living and breathing. Therefore, we've implemented a "flash card" style layout on desktop that allows us to add more terms to the site without obstructing the existing layout for existing users that revisit the site.
In an effort to make this content more intriguing and digestible, the team is exploring Snackable WOW content. This includes a video reel and introduces characters and 3D rendering in the creative to bring it to life.
And then finally, the site gets developed!
