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2022 One Show - Branded Entertainment

Black-Owned Friday

Agency BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Client Google

Category

Craft / Art Direction

Annual ID

OS22_BE019S

About the Work

Last year, in partnership with the U.S. Black Chambers Inc., Google launched Black-owned Friday—a reframing of the busiest shopping day of the year into a day to support Black-owned businesses. This year, they wanted to maintain the momentum of the movement, directly impact many more businesses, and do more than inspire by getting people to act. We tapped Grammy-Award winning artist T-Pain to craft and produce a song that encourages consumers to support Black-owned businesses—no matter what they’re shopping for. The song called out a wide variety of products from vintage furniture and bath bombs to skillets and dog hats. We brought the song to life with a unique video that let people directly shop over 100 products from more than 50 Black-owned businesses. The video prominently displayed Google's Black-owned business badge in each scene, and called out specific references of how to use Google to search for Black-owned shops. Big brands have used product placement in music videos to get attention for their brands for decades, but smaller businesses don't have the luxury of budgets and resources to secure award-winning artists to promote their product. So we used the power of Google to give small Black-owned businesses an opportunity for their product to show up in a big way. Nine of the business owners whose products were shown in the video were featured alongside our celebrity talent, which included T-Pain, multi-platinum selling singer Normani, comedian Desi Banks, and emerging singer/actress Tanerélle.

2022 Awards

Total Points: 21

Credits

Agency

BBH USA / New York

Client / Brand

Google

Production Company

Anonymous Content / Los Angeles

Post Production Company

Cabin / New York

Copywriter

Chris Davis

Chief Creative Officer

Rafael Rizuto

Designer

Aedan Clark

Director

Daps

Director of Photography

Rob Witt

Editor

Randy Baublis

Executive Producer

Kyra Beckmann
SueEllen Clair

Group Creative Director

Estefanio Holtz
Kasia Canning

Account Supervisor

Sonali Shukla

Artist

Normani
T-Pain

Assistant Editor

Chris Kelley

Chief Executive Officer

Amani Duncan

Colorist

Sofie Friis Borup

Developer

Tautvydas Pocius

Head of Production

John Connolly

Senior Account Director

Blair Richardson

Senior Designer

Anthony Hurlstone

Senior Producer

Kate Smith
Meetra Javed

Strategy Director

Beth Beckman

Account Manager

Jay McGill

BTS PHOTOGRAPHER

Mahaneela

Business Affairs

Yasmeen Taylor

Business Affairs Director

Alice Isner
Daniella Vargas

Business Director

Miranda Hardy

BUSINESS OWNER (HER STORY)

Sophia Ritter

BUSINESS OWNER (LIBERATE LA)

Brittany Davis

BUSINESS OWNER (NAPPILY NATURALS)

Sharon Williams-Norwood
Umaar Norwood

BUSINESS OWNER (NEON COWBOYS)

Asia Hall

BUSINESS OWNER (NOW COLLECTION)

Gabrielle Newman
Rachel Newman

BUSINESS OWNER (SILVERBACK COFFEE OF RWANDA)

Jack Karuletwa

BUSINESS OWNER (SWÉ ACTIVE)

Gemini Georges

Chief Strategy Officer

Tom Callard

EXPERIENTIAL PRODUCTION PARTNER

Think450 / Los Angeles

Flame Artist

Connor Muraki

Group Account Director

Maleika Cole

Lead Developer

Steven Hall

Motion Designer

Matt Beharry

Product Photographer

Danielle Alston

Production Designer

Cody Fusina

QA Manager

Claire Ang

Retouching

Ben Taylor
Ty Johnson

SENIOR PRODUCER

Alicja Czarnecka

Senior Strategist

Timanni Walker

Sound Engineer

Steve Rosen

Supervising Producer

Kerry Mack

Talent

Desi Banks
Tanerélle

UX Designer

Vasileios Matsoukas

VFX Supervisor

Tim Little

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