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
Music Videos
Annual ID
OS23_BE020S
About the Work
For decades, big brands have used product placement in music videos to get attention for their products. From cars to food to designer bags, music videos can be an effective way to advertise goods—yet big-named brands still dominate the music video market and leave many small businesses undiscovered.
So for Black-owned Friday, a Google initiative that transforms the busiest shopping time of the year into a day to purposefully support Black-owned businesses in our community, we partnered music megastars Ludacris and Flo Milli with 70+ small, Black-owned businesses.
This year’s campaign encourages shoppers to shop Black-owned beyond just Black Friday and choose to shop Black every single day, and shows them how to do it by actually letting them virtually experience it.
We tapped Grammy-awarded business owner Ludacris and rap superstar Flo Milli to craft a song encouraging consumers to choose Black-owned businesses every day and brought it to life in an interactive music video that reinforces “choice” by giving power to viewers; they decide how Ludacris spends his day supporting different Black-owned businesses. The interactive format gave viewers many businesses to choose from like a Black-owned Yoga Studio, Bookstore, Burger Spot, or Barbershop—each choice leading to a unique visual world filled with shoppable products, giving small Black-owned businesses an opportunity for their product to show up in a big way.
The music video features familiar faces like WNBA player Nas Hilmon, former NBA star Lou Williams, singer/songwriter PJ, DJ Infamous, popular YouTubers like NicoleTV and Allyiahsface, Executive Director of Atlanta Black Chambers Melvin Coleman, and local Atlanta-area businesses owners.
By adding the element of choice to the music video, it became a valuable metaphor for how viewers choose to spend their day and reminds them to replicate this behavior in their own lives when they decide to shop.
So for Black-owned Friday, a Google initiative that transforms the busiest shopping time of the year into a day to purposefully support Black-owned businesses in our community, we partnered music megastars Ludacris and Flo Milli with 70+ small, Black-owned businesses.
This year’s campaign encourages shoppers to shop Black-owned beyond just Black Friday and choose to shop Black every single day, and shows them how to do it by actually letting them virtually experience it.
We tapped Grammy-awarded business owner Ludacris and rap superstar Flo Milli to craft a song encouraging consumers to choose Black-owned businesses every day and brought it to life in an interactive music video that reinforces “choice” by giving power to viewers; they decide how Ludacris spends his day supporting different Black-owned businesses. The interactive format gave viewers many businesses to choose from like a Black-owned Yoga Studio, Bookstore, Burger Spot, or Barbershop—each choice leading to a unique visual world filled with shoppable products, giving small Black-owned businesses an opportunity for their product to show up in a big way.
The music video features familiar faces like WNBA player Nas Hilmon, former NBA star Lou Williams, singer/songwriter PJ, DJ Infamous, popular YouTubers like NicoleTV and Allyiahsface, Executive Director of Atlanta Black Chambers Melvin Coleman, and local Atlanta-area businesses owners.
By adding the element of choice to the music video, it became a valuable metaphor for how viewers choose to spend their day and reminds them to replicate this behavior in their own lives when they decide to shop.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Bbh Usa
Client / Brand
Google Consumer Apps
Production Company
Rehab Agency / London
Scheme Engine / New York
Music / Sound Production Company
Heard City / New York
Post Production Company
Carbon VFX / New York
Cut+Run / New York
Chief Creative Officer
Rafael Rizuto
Creative Director
Matthew Stevens
Mickaël Larchevêque
Sapna Ahluwalia
Yohan Daver
Creative Technologist
Robin Hunter
Designer
Chloe Kang
Liam Dean
Director
Charles Todd
Editor
Beau Dickson
Executive Creative Director
Estefanio Holtz
Kasia Canning
Executive Producer
Janet McInnes
Marcia Wigley
Matthew McManus
Miral Patel
Shelley Giera
Photographer
Jae Verde
Marilyne Mwangi Moja
Strategist
Victoria Neal
Account Director
Karley Edwards
Account Supervisor
Madeline Birkhold
Chief Executive Officer
Amani Duncan
Developer
Luke Sturgess-Durden
Medad Farajzade
Tautvydas Pocius
Head of Production
Blair Aitken
Tina Starkweather
Senior Account Director
Katie Noble
Senior Art Director
Jack Hwang
Senior Copywriter
Jesse Custodio
Senior Designer
Jin Kim
Strategy Director
James Penfold
Timanni Walker
assistant editor
Jeremy Donahue
Associate Business Affairs Manager
Miranda Baylor
Associate Director of Business Affairs
Jonathan Toto
DevOps
Chak Ho Poon
Director of Business Affairs
Daniella Vargas
Group Account Director
Melissa Cahoon
Group Executive Producer
Sam Petersson
Head Of Design
Hernan Ibanez
Head of Development
Adam Taylor
Product Marketing Manager
Lauren Nunziata
Nicholas Underhill
Wendy Gonzalez
SENIOR DIRECTOR, SMALL BUSINESS MARKETING
Claire Mudd
SENIOR PRODUCER
Chris Totzke
Diana Mendez
Verity Smout
Talent
Allyiahsface
Antonio Mcilwaine
Camil Williams
DJ Infamous
Glenn Wilson
Janet Jefferys
Jasmine Phinex
Khalid Malik
Lou Williams
Melvin Coleman
Naz Hillmon
NicoleTV
Olatunde Richardson
Pinky Cole
Shanée Benjamin
Sherolyn Sellers
The Glam Twinz
Toure Akela
Technical Architect
Ed Opare-Aryee
Test Engineer
Gianina-Aniela Casleanu
UX Designer
Syd Schaefer
VFX Shoot Supervisor
Tommy Smith
VFX supervisor
John Price
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