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
Integrated Campaign
Annual ID
OS23_IG035M
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. This year’s campaign makes it bigger than just one day by getting people to choose to shop Black every single day.
We tapped Black-owned business owner and Grammy-awarded artist Ludacris and rap superstar Flo Milli to craft a song encouraging consumers to choose to support Black-owned businesses every day, and treated it like a true single drop, promoting it like a music label would.
We launched it on direct streaming platforms and social, where the song showed up all over people’s feeds. By leveraging the artists’ fanbases and social savviness, we got people to make their own videos showing off their small businesses and favorite Black-owned brands. We sustained this energy with influencers using the song to create content showing how they support Black-owned businesses in their everyday lives.
The campaign was showcased on billboards in Los Angeles, NYC, and Atlanta, directing people to the website. Our Times Square billboard also prominently featured products from the film. All participating talent, influencers and featured brands, shared the campaign on their social channels with highlight reels, BTS pics, and the full-length film.
We partnered with Think450 and their 450 Gives campaign to further amplify our message through in-person activations like a double-decker bus that made stops around LA where products from some featured businesses were available on a shoppable wall inside the bus, while the video looped on the side of the bus. NBA legends like Matt Barnes and Cuttino Mobley also stopped by and shared their support for Black-owned businesses with the media and public. NBA star Jrue Holiday used his social channels to spread the word about Black-owned Friday and the 450 Gives campaign.
We tapped Black-owned business owner and Grammy-awarded artist Ludacris and rap superstar Flo Milli to craft a song encouraging consumers to choose to support Black-owned businesses every day, and treated it like a true single drop, promoting it like a music label would.
We launched it on direct streaming platforms and social, where the song showed up all over people’s feeds. By leveraging the artists’ fanbases and social savviness, we got people to make their own videos showing off their small businesses and favorite Black-owned brands. We sustained this energy with influencers using the song to create content showing how they support Black-owned businesses in their everyday lives.
The campaign was showcased on billboards in Los Angeles, NYC, and Atlanta, directing people to the website. Our Times Square billboard also prominently featured products from the film. All participating talent, influencers and featured brands, shared the campaign on their social channels with highlight reels, BTS pics, and the full-length film.
We partnered with Think450 and their 450 Gives campaign to further amplify our message through in-person activations like a double-decker bus that made stops around LA where products from some featured businesses were available on a shoppable wall inside the bus, while the video looped on the side of the bus. NBA legends like Matt Barnes and Cuttino Mobley also stopped by and shared their support for Black-owned businesses with the media and public. NBA star Jrue Holiday used his social channels to spread the word about Black-owned Friday and the 450 Gives campaign.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Bbh Usa
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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