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.
Category
Murals
Annual ID
OS22_OH040M
About the Work
At a time when shoppers are spending more and more online, Google Shopping teamed up with American Express to help drive customers to shop digitally from local, underrepresented small businesses.
Our idea, “Shop Small Murals” leveraged the power of art and Google Lens technology to offer a unique way for communities to discover and shop small women-led, Black-owned, Latinx, API, and LGBTQ businesses in their neighborhoods.
We partnered with local artists from four major U.S. cities (Boston, Chicago, New York, and Los Angeles) to support small, underrepresented businesses through the creation of illustrated experiential boards that helped spread joy to locals and tourists.
These vibrant murals featured paintings of products from 26 small businesses, and every illustrated product became shoppable using Google Lens technology. By holding their phones up to painted items on the mural and tapping the Lens icon in the Google app, consumers could directly shop real products from local small businesses.
As stores were reopening across the nation, and people were able to explore their communities again, our innovative murals helped us connect businesses with shoppers in a whole new way. Instead of bombarding them with sales and discounts, we wanted to add color, fun, vibrancy, and a sense of community to our featured cities.
These murals authentically portrayed their non-traditional communities in an uplifting, celebratory way. They became not just a fun piece of neighborhood art, but a cheat sheet to cool nearby businesses and a fresh way to do holiday shopping right from your phone’s camera.
The “Shop Small Murals” campaign garnered 2M in-person impressions based on estimated weekly impressions of the outdoor boards and exceeded CTR goal by 30%. The Shop Small Murals were also featured in Forbes, Adweek, Essence, Business Insider, and WWD.
Our idea, “Shop Small Murals” leveraged the power of art and Google Lens technology to offer a unique way for communities to discover and shop small women-led, Black-owned, Latinx, API, and LGBTQ businesses in their neighborhoods.
We partnered with local artists from four major U.S. cities (Boston, Chicago, New York, and Los Angeles) to support small, underrepresented businesses through the creation of illustrated experiential boards that helped spread joy to locals and tourists.
These vibrant murals featured paintings of products from 26 small businesses, and every illustrated product became shoppable using Google Lens technology. By holding their phones up to painted items on the mural and tapping the Lens icon in the Google app, consumers could directly shop real products from local small businesses.
As stores were reopening across the nation, and people were able to explore their communities again, our innovative murals helped us connect businesses with shoppers in a whole new way. Instead of bombarding them with sales and discounts, we wanted to add color, fun, vibrancy, and a sense of community to our featured cities.
These murals authentically portrayed their non-traditional communities in an uplifting, celebratory way. They became not just a fun piece of neighborhood art, but a cheat sheet to cool nearby businesses and a fresh way to do holiday shopping right from your phone’s camera.
The “Shop Small Murals” campaign garnered 2M in-person impressions based on estimated weekly impressions of the outdoor boards and exceeded CTR goal by 30%. The Shop Small Murals were also featured in Forbes, Adweek, Essence, Business Insider, and WWD.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BBH USA / New York
Client / Brand
Post Production Company
STATE Design / New York
Media Distribution Company
Essence / New York
Chief Creative Officer
Rafael Rizuto
Composer
Ed Dunne
Gordan Mine
Jonathan Russell
Creative Director
Alex Sprouse
Amy Travis
Stephen Icardi
Executive Producer
Abbie Noon
Doug Moffitt
Group Creative Director
Estefanio Holtz
Kasia Canning
2D Animation
Beto Prado
Daniel Azevedo
Gustavo Torres
Luis Vilani
Account Director
Meagan Cancio
Assistant Editor
Shawn bean
Associate Creative Director
Patrick de Young
Chief Executive Officer
Amani Duncan
Colorist
Sofie Borup
Senior Producer
Meetra Javed
Alex Olivo
Jillian Beans
Strategy Director
Beth Beckman
Business Affairs Director
Alice Isner
Daniella Vargas
Business Director
Miranda Hardy
Cell Animation
Dair Biroli
Guiherme Gurian
Ryan Boyes
Sijia Huang
Chief Strategy Officer
Tom Callard
Compositing
Travis Button
Group Account Director
Melissa Cahoon
Senior Strategist
Timanni Walker
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