Influencing Culture
By Alixandra Rutnik Posted on Feb 23, 2023
Pencil and Cube winning work to honor and celebrate Black History Month
At The One Club for Creativity, we value our four core pillars: Education, Gender Equality, Creative Development, and Inclusion & Diversity. To honor our Inclusion & Diversity pillar and Black History Month this February, we gathered 10 ads that have won Cultural Driver Pencils, and Fusion Pencils and Cubes over the years.
If you're still contemplating which categories to enter into The One Show 2023 and The ADC 102nd Annual Awards this year, perhaps your work is worthy of a Cultural Driver Pencil. Does it transform culture in an exciting and positive way? Is it setting a new trend? If yes, take a look at all the Cultural Driver details here.
Maybe you really want to win a One Show Fusion Pencil or an ADC Fusion Cube, but before you enter your work make sure it matches the three criteria: meets The One Show’s excellence in creative ideas and execution or the standards for ADC’s craft and innovation; demonstrates issues in Diversity, Equity, & Inclusion; and implements DEI behind the scenes and publicly facing.
The final deadline to enter your work into any of these (and all One Show and ADC) categories is next Friday– one week away– on March 3. Submit your aspiring culturally driven and fusion winning work today!
2021
You Love Me, a campaign created by Translation for Beats by Dr. Dre, won a Cultural Driver, Best of Film, five Gold, and one Bronze Pencils in 2021. Using the tagline, “You love Black culture, but do you love me?,” Translation created a two minute short film highlighting Black community, life, and culture that immediately went viral online.
2018
BBDO crafted The Talk for P&G, that caused a lot of heavy conversation about race. It acknowledged some of the unfornuate and difficult conversations Black parents have to have with their children. In 2018, it won a Cultural Driver, two Gold, two Silver, and one Bronze Cubes, and six Gold Pencils.
2017
In 2017, Beyoncé’s Formation music video made by PRETTYBIRD won a Cultural Drvier and two Gold Pencils. It is an artistic and captivating video that celebrates Black pride and resilience in New Orleans.
2022
In February 2021, for Black History Month, The Martin Agency helped UPS launch a campaign to support Black-owned and minority small businesses. 600,000 UPS boxes received a bright makeover by switching out their primary brand colored boxes for packages covered in colorful and vibrant artwork by Sophia Yeshi, owner of Yeshi Desgins. Proudly Unstoppable won a Fusion Cube in 2022.
2022
Black Beauty is Beauty also won a Fusion Cube in the ADC 101st Annual Awards. R/GA gathered a team of all women to make this short film and campaign for Sephora to celebrate authentic Black beauty. One of our talented ONE School Tutors, Shannon Washington, CCO at R/GA, fervently worked on this campaign.
2021
The Bloc made this campaign for EmpowHer NY to expose what happens when you “sound white” or “sound black” over the phone. For this experiment a Black actress made two calls. When she sounded white, she was told to go to the ER, and when she sounded Black, she was told to go to Urgent Care. The Call won a Fusion Cube and one Bronze Pencil in 2021.
2021
The ABC’s of Survival– the book that shouldn’t exist– won a Fusion Cube, one Silver and one Bronze Cube, and one Silver Pencil in 2021. The Bloc created this survival guide for the National Black Child Development Institute. This book contains 26 letters and 26 lessons, and it is beautifully illustrated by BIPOC artists. Read more about the ABCs of Survival in Bernardo Romero Presents The ABC’s of Survival.
2022
BBH USA made this catchy Black Friday rap campaign for Google that won a Fusion, Best of Integrated, one Gold, three Silver, and four Bronze Pencils in 2022. Black-Owned Friday encouraged shoppers to shop Black-owned businesses and featured rap stars T-Pain, Normani, and Tanerélle in an original rap song and music video.
2022
Zulu Alpha Kilo made an encyclopedia of microagressions for the Black Business and Professional Association to educate people to think before they speak. The Micropedia of Microagressions aimed to reveal and correct an on going problem. This campaign picked up a Fusion Pencil and one Bronze Pencil too.
2020
Go Back to Africa, made by FCB for Black & Abroad, won a Cultural Driver, seven Gold, five Silver, and two Bronze Pencils in The One Show 2020. It was also awarded two Gold, one Silver, and two Bronze Cubes in the ADC 100th Annual Awards. FCB took a negative and racist comment and flipped it into a beautiful campaign celebrating the beauty and desirability of Africa. They even used AI to generate an algorithm to curate Black travelers and their photos.
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