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
Artist / Brand Collaboration
Annual ID
OS23_MS019B
About the Work
Small businesses rely on social media to brand themselves and reach consumers, using music to show off their unique products/services—with over 70%* of TikTok and Instagram users stating these platforms help them discover new brands and products.
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 tapped socially savvy artists with proven histories of viral hits. With a long list of currently trending songs, despite not releasing music for 10 years, business owner Ludacris was an ideal partner to create the campaign track. We paired the Atlanta-based rap legend with a new superstar Flo Milli, whose fun and poppy sound dominates social with her many trending songs.
“Yeah I walk like this, talk like that
And when I’m shopping man, I’m buying all Black”
Ludacris’ lyrics inspire new entrepreneurs to build their own brands, a particularly important message given the increase in new Black-owned businesses**. But his message expands to everyone, speaking about the impact of supporting Black-owned and hitting on the heart of the campaign:
“Time and time again,
…I bet all we’ll do is win
So matter what it cost us, all my hustlers and scholars
Can’t lose if we choose the almighty Black dollar”
Flo Milli uses her fun, bold spirit to double down on Ludacris’ twofold message: Create your own brand and support Black-owned every day.
“Buying all Black I’m never thinking twice
You can do it too if you just pay the price”
Together, the song becomes an anthem for discovery—helping businesses find customers and shoppers to discover new Black-owned businesses. 1,000+ videos/posts used the “Buying All Black” sound on TikTok, YouTube and Instagram, connecting Black-owned businesses and shoppers together.
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 tapped socially savvy artists with proven histories of viral hits. With a long list of currently trending songs, despite not releasing music for 10 years, business owner Ludacris was an ideal partner to create the campaign track. We paired the Atlanta-based rap legend with a new superstar Flo Milli, whose fun and poppy sound dominates social with her many trending songs.
“Yeah I walk like this, talk like that
And when I’m shopping man, I’m buying all Black”
Ludacris’ lyrics inspire new entrepreneurs to build their own brands, a particularly important message given the increase in new Black-owned businesses**. But his message expands to everyone, speaking about the impact of supporting Black-owned and hitting on the heart of the campaign:
“Time and time again,
…I bet all we’ll do is win
So matter what it cost us, all my hustlers and scholars
Can’t lose if we choose the almighty Black dollar”
Flo Milli uses her fun, bold spirit to double down on Ludacris’ twofold message: Create your own brand and support Black-owned every day.
“Buying all Black I’m never thinking twice
You can do it too if you just pay the price”
Together, the song becomes an anthem for discovery—helping businesses find customers and shoppers to discover new Black-owned businesses. 1,000+ videos/posts used the “Buying All Black” sound on TikTok, YouTube and Instagram, connecting Black-owned businesses and shoppers together.
2023 Awards
Total Points: 9
Bronze Pencil
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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