The One Show
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Category
Active Engagement / Call to Action
Annual ID
OS_SM21_025B
About the Work
The pandemic has forced many businesses to pivot, with many even closing their doors permanently, and Black-owned businesses have been disproportionately impacted. A stunning 41% closed in the wake of COVID-19 (vs. 17% of white businesses). This year more than ever, these businesses needed genuine help, not just nominal support.
In order to make a real impact, we created an initiative to promote real change and support of Black-owned businesses all across our communities in America. We co-opted the biggest shopping moment of the year, to flip the focus (and most importantly funnel some of the massive amounts of spending) towards small Black-owned businesses. In partnership with the United States Black Chambers, Inc., we reimagined Black Friday as #BlackOwnedFriday.
We asked celebrated Black artists Wyclef Jean and Ari Lennox to write personalized jingles for real local Black-owned businesses they loved, which we turned into animated video odes (created by Black visual artists) as well as Spotify tracks. Wyclef also created an anthem for Black-Owned Friday and helped spread the word via press and social media about the value Black-owned businesses bring to their communities, and the help they need this year.
We used Google’s social platform to spotlight multiple Black-owned businesses to funnel shopping traffic their way and highlighted a new business each Friday during the campaign. We encouraged followers to share their favorite Black-owned businesses on social and provided GIF & sticker packs as well as statements of support that consumers could download and share. We also rolled out a “Black-Owned” attribute on Google Business listings (which allows businesses to identify themselves as Black-owned and helps consumers find Black-owned businesses when searching for them on Google Search and Maps), and also provided a downloadable toolkit of Google resources for Black-owned businesses to sign up, grow traffic and gain support.
In order to make a real impact, we created an initiative to promote real change and support of Black-owned businesses all across our communities in America. We co-opted the biggest shopping moment of the year, to flip the focus (and most importantly funnel some of the massive amounts of spending) towards small Black-owned businesses. In partnership with the United States Black Chambers, Inc., we reimagined Black Friday as #BlackOwnedFriday.
We asked celebrated Black artists Wyclef Jean and Ari Lennox to write personalized jingles for real local Black-owned businesses they loved, which we turned into animated video odes (created by Black visual artists) as well as Spotify tracks. Wyclef also created an anthem for Black-Owned Friday and helped spread the word via press and social media about the value Black-owned businesses bring to their communities, and the help they need this year.
We used Google’s social platform to spotlight multiple Black-owned businesses to funnel shopping traffic their way and highlighted a new business each Friday during the campaign. We encouraged followers to share their favorite Black-owned businesses on social and provided GIF & sticker packs as well as statements of support that consumers could download and share. We also rolled out a “Black-Owned” attribute on Google Business listings (which allows businesses to identify themselves as Black-owned and helps consumers find Black-owned businesses when searching for them on Google Search and Maps), and also provided a downloadable toolkit of Google resources for Black-owned businesses to sign up, grow traffic and gain support.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
BBH / New York
Production Company
Not to Scale / New York
STATE / Los Angeles
Black Sheep Studios / New York
LOBO / New York
Art Director
Ezell Brown
Chief Creative Officer
Rafael Rizuto
Creative Director
Joao Unzer
Mikio Bradley
Jim Schwartz
Designer
Keisha Okafor
Director
Kris Merc
Executive Producer
Peter Williams
Strategist
Beth Beckman
Art Director / Character Design
Daniel Batista
Art Director / Illustration
Helton Mattei
Comms Strategy Director
Lindsey Cummings
Content Producer
Marc Baill
Account Manager
Bess Howell
Artist / Producer / Songwriter / Composer
Wyclef Jean
Business Director
Ali Cornford
Design & Animation
Charis Jb
Michelle Tabansi
Yussef Cole
Salih Abdul-Karim
Marlene Marmolejos
Rafael Pérez
Director & Designer
Felipe Frazão and Daniel 3D
Global Chief Growth Officer
Tim Harvey
Head of Planning
Tom Callard
Managing Director
Claire Mudd
Music Artist
Jazzy Amra
Ari Lennox
President
Amani Duncan
Product Marketing Manager
Lisa Hiatt
Nicholas Underhill
Wendy Gonzalez
Recording & Mixing Engineer
Alberto Vaccarino
Jeremy Torres
Songwriter
Madeline Nelson
Sound Mixer
Gunnar Nagle
Supervising Producer
Marc Baill
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