The One Show
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Category
Integrated / Omnichannel Campaigns for Good
Annual ID
OS24_IG038M
About the Work
THE CHALLENGE
Black people make up 8% of Seattle’s population, but own less than 1% of local businesses. And those businesses are 5x more likely to close than their competition.
When Black-owned businesses thrive, it strengthens our entire community—so, we inspired the entire community to help Black-owned businesses succeed.
THE CHANGE
We co-opted America’s biggest commercial holiday to turn the conversation and purchasing power toward local, Black-owned businesses. By rebranding Black Friday as Black Black Friday, we made intentional spending synonymous with the holiday season and gave our community a movement they could rally behind.
We used every touchpoint at our disposal to get Seattleites thinking about Black-owned businesses last holiday season: from a launch video featuring local Black artists and businesses to marketing toolkits that enabled participating stores to spread the word, billboards to wild postings to holiday shopping guides.
We incentivized trying new stores and spending intentionally with the Black Black Friday Card: a prepaid card that saved shoppers 20% at Black-owned businesses, with the discount entirely covered by our sponsors.
Then, we got the whole city on board—including local artists who lent their talents and a panel of Black business owners who shared their expertise every step of the way. International celebrities shared, partners donated over $1 million in media, and the mayor officially proclaimed Nov. 24, 2023 Black Black Friday.
On a shoestring budget, we spearheaded a movement that ignited purpose-driven spending across Seattle, strengthening Black-owned businesses and the cultural tapestry of our community.
THE RESULTS
- Over 200M impressions
- Nearly $2M in earned & donated media
- Over $200,000 in sales (so far)
- A 60% increase in new holiday customers for Seattle’s Black-owned businesses
- A new Google Search record for “Black-owned businesses” in Seattle during the week of Black Black Friday (13x increase YOY)
Black people make up 8% of Seattle’s population, but own less than 1% of local businesses. And those businesses are 5x more likely to close than their competition.
When Black-owned businesses thrive, it strengthens our entire community—so, we inspired the entire community to help Black-owned businesses succeed.
THE CHANGE
We co-opted America’s biggest commercial holiday to turn the conversation and purchasing power toward local, Black-owned businesses. By rebranding Black Friday as Black Black Friday, we made intentional spending synonymous with the holiday season and gave our community a movement they could rally behind.
We used every touchpoint at our disposal to get Seattleites thinking about Black-owned businesses last holiday season: from a launch video featuring local Black artists and businesses to marketing toolkits that enabled participating stores to spread the word, billboards to wild postings to holiday shopping guides.
We incentivized trying new stores and spending intentionally with the Black Black Friday Card: a prepaid card that saved shoppers 20% at Black-owned businesses, with the discount entirely covered by our sponsors.
Then, we got the whole city on board—including local artists who lent their talents and a panel of Black business owners who shared their expertise every step of the way. International celebrities shared, partners donated over $1 million in media, and the mayor officially proclaimed Nov. 24, 2023 Black Black Friday.
On a shoestring budget, we spearheaded a movement that ignited purpose-driven spending across Seattle, strengthening Black-owned businesses and the cultural tapestry of our community.
THE RESULTS
- Over 200M impressions
- Nearly $2M in earned & donated media
- Over $200,000 in sales (so far)
- A 60% increase in new holiday customers for Seattle’s Black-owned businesses
- A new Google Search record for “Black-owned businesses” in Seattle during the week of Black Black Friday (13x increase YOY)
2024 Awards
Total Points: 3
Merit
Credits
Agency
DNA / Seattle
Intentionalist / Seattle
PR / Marketing Agency
KJPR / Atlanta
Porter Novelli / Seattle
Art Director
Cledisson Jules
Duong Le
Associate Creative Director
Becky Nissel
Creative Director
Lindell Serrin
Director
Abdul Kassamali
Director of Photography
Kenny Carpenter
Editor
Kenny Carpenter
Executive Creative Director
Mishy Cass
Photographer
Edgar De La Vega
Kyla Cantillo
Producer
Kat O'Hara
Associate Producer & Content Creator
Kenny Carpenter
Senior Copywriter
Chase Condrone
1st AC
Coburn Erskine
2nd AC
Sandra Garcia
Assistant Media Planner
Miguel Urrutia
Business Director
Alex McHugh
Business Practice Lead
Caroline Ballaine
CEO
Chris Witherspoon
Director of Integrated Content
Maddy Giordano
Director of Media & Comms Planning
Renee Dornan
Founder & Chairman
Alan Brown
Gaffer
Aaron Jacob
Innovation & Digital Experience Director
Robert Scherzer
Media Planner
Katie Nhan
Production Artist
Eric Junes
Mike Quirk
Production Assistant
Genesis Dacayanan
Senior Integrated Producer
Dave Echenoz
Kat O'Hara
Senior Project Manager
Maggie Boler
Sound Design & Mix
John Buroker
Supervisor, Business Leadership
Alliya Brisco
Writer, Performer, Music
Liv t
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