B2M x Walmart

B2M x Walmart – “Spread The Love”

For Black History Month, we launched “Spread The Love”, a joyful, music-driven campaign that honored Black legacy, family, and Black-owned brands. We united R&B legends Boyz II Men with their sons Wanmor to bridge generations through harmony, turning Walmart’s platform into a soulful celebration of culture, identity, and community.

Built for social, the campaign delivered heart through intimate digital films, IG Reels, and TikTok moments, spotlighting Black-founded brands and the families behind them. With custom music, real stories, and cross-platform amplification, Spread The Love moved beyond commerce to community, turning shelves into stories, and shopping into shared pride.

Black History Month shouldn’t be a box to check, it should be a stage to uplift. By combining nostalgia with new voices, we gave Walmart a fresh seat at the cultural table, one rooted in love, not lip service. This was a celebration, not a statement.

• This campaign hit different, because it sang. We used music as our love language, linking past 90s R&B and present through soul and storytelling.

• It was more than a moment, it was a movement that showed what happens when a retail giant chooses to listen, amplify, and vibe with purpose.

• My favorite part of this campaign? It brought an incredible family back together.