The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Black-Owned Friday
Agency BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Category
Best of Integrated
Annual ID
OS22_IG001G
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: 90
Best of Discipline Pencil
Credits
Agency
BBH USA / New York
Client / Brand
Production Company
Anonymous Content / Los Angeles
Post Production Company
Cabin / New York
Copywriter
Chris Davis
Chief Creative Officer
Rafael Rizuto
Creative Director
Danny Yirgou
Joao Unzer
John Price
Mikio Bradley
Neil Cooper
Ty Johnson
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
Motion Designer
Matt Beharry
Producer
Hope Duhaime
Sara Lacombe
Account Supervisor
Sonali Shukla
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
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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