In an effort to raise awareness about Sikhs in America, "We Are Sikhs" give us this talking head choddy where various Sikhs tell us what their values are. This is a classic execution and it works pretty well, but gets better once the people share "regular stuff" about themselves. Like they're obsessed with Game of Thrones or that they've watched every episode of Spongebob.

"Because Sikh values are American values" has a good ring to it, and I would have liked to see this elaborated on in a better fashion. This awareness campaign is a little all over the place.

See also See also short edits; Proud, Neighbours and Who we are (short).

Client: We Are Sikhs

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.