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.
About the Work
Black-owned Friday is 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 made this year’s campaign bigger than just Black Friday by encouraging shoppers to choose Black every single day—showing them how to do it by actually letting them virtually experience it.
The message of choosing Black all day, every day was reinforced through the interactivity of a shoppable music video featuring Grammy-awarded Ludacris and Flo Milli. The film modeled real-life searches with Google’s iconic search bar, letting consumers choose which Black-owned business Ludacris visits next, from Black-owned Yoga Studio or Bookstore, to Vegan Cafe or Burger Spot. Each decision takes users to a unique visual world representing each business, while allowing people to seamlessly purchase over 100 products from 70+ Black-owned businesses that appeared in the film through in-video clicks and custom shoppable end credits based on each user’s unique journey.
The shoppable site let consumers turn their good intentions into action that moved the needle for Black-owned businesses. One of our featured businesses even sold out all of their back stock within two days of the campaign launch.
The message of choosing Black all day, every day was reinforced through the interactivity of a shoppable music video featuring Grammy-awarded Ludacris and Flo Milli. The film modeled real-life searches with Google’s iconic search bar, letting consumers choose which Black-owned business Ludacris visits next, from Black-owned Yoga Studio or Bookstore, to Vegan Cafe or Burger Spot. Each decision takes users to a unique visual world representing each business, while allowing people to seamlessly purchase over 100 products from 70+ Black-owned businesses that appeared in the film through in-video clicks and custom shoppable end credits based on each user’s unique journey.
The shoppable site let consumers turn their good intentions into action that moved the needle for Black-owned businesses. One of our featured businesses even sold out all of their back stock within two days of the campaign launch.
2023 Awards
Total Points: 45
Gold 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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