Taki with Ya Chest
Team: Elena Bernadine
Teacher: Jo Watson and Ishwari Thopte
The TAKI WITH YA CHEST campaign is a creative strategy developed for Patta to encourage Dutch teens with Surinamese roots to reawaken their interest in learning and speaking their parents language,Sranan Tongo, while strengthening their connection to their cultural heritage. Language is one of the strongest ties to culture — it shapes identity and serves as a vital tool for passing down cultural identity across generations. For teenagers, this reconnection is especially important, as they are at a formative stage in developing their sense of identity.
The campaign aims to inspire the next generation to actively engage in cultural preservation and prevent language loss within families by using hip-hop culture and creative writing as both a medium and a creative driving force in the process.
Following Patta’s principle of “Out of love and necessity rather than profit and novelty,” the campaign blends storytelling with marketing techniques, using a social impact strategy initiative designed to ensure deep brand connection and loyalty from the audience while also leaving a lasting impact on the participants and their future as creative individuals. Beyond brand activation, the Taki with Ya Chest campaign raises awareness about language loss and encourages cultural dialogue within the community.
Faculty: Digital Media & Creative Industries
