The Campaign
The Brand
The App
Coke became a connector of belonging, supporting mentorship, resources, and identity beyond campus. From campaign to community.
From campaign to community.
Build lasting relevance with HBCU students without resorting to surface-level sponsorship or cultural performance.
Inside the Yard, HBCU students feel fully themselves. Outside it, they don't. Gen Z engagement isn't about reach, it's about belonging.
An IRL and digital experience that extended the Yard into a lifelong ecosystem, career prep, scholarships, alumni connections, and mentorship on the +one app.
The BrokenMade Transformation Grid
From assumption to truth to impact
What They Thought They Knew
Gen Z engagement is about relevance and reach.
→What They Saw
Inside the Yard, HBCU students feel fully themselves. Outside it, they don't.
→How They Remade It
The World Is My Yard: extending the Yard into a lifelong ecosystem.
→Why It Mattered
Coke became a connector of belonging, supporting mentorship, resources, and identity beyond campus.