Google: Black-owned Friday
T-Pain, Normani, Desi Banks, and more than 50 Black-owned businesses come together to celebrate the second annual #BlackOwnedFriday. From beauty products to home goods, shop over 100 featured products. On Black Friday and every day, search, shop, support Black-owned.
ROLE: CREATIVE DIRECTOR TYPE: BRANDED MUSIC VIDEO & INTERACTIVE EXPERIENCE CLIENT: GOOGLE AGENCY: BBH
BACKGROUND
In 2020, in partnership with the U.S. Black Chambers Inc., Google worked with BBH USA to launch Black-owned Friday—a reminder on the busiest shopping day of the year to search, shop and support black-owned businesses. In 2021, we wanted to maintain the momentum and find a way to directly impact many more businesses.
WAKE UP WAKE UP
We turned to lyrical maven T-Pain to craft a song to encourage consumers to support Black-owned businesses as they embark on their holiday shopping. The film, brought to life by Nigerian-born director and music video visionary Daps, features several influencers including singer Normani, comedian Desi Banks, and emerging singer/actress Tanerélle.
INTERACTIVE EXPERIENCE
We brought the song to life via a fantastical interactive film that lets people shop 100+ products from over 50 different Black-owned businesses directly from each scene on a custom microsite, and raised awareness of the Black-owned business badge.
GETTING THE WORD OUT
Digital billboards in Atlanta and Los Angeles, featured T-Pain, Normani, and messaging directing people to shop on the website. A bus drove through NYC amplifying our message by playing the film and giving away products from featured businesses. And participating celebs and businesses blasted the film and links from their social channels.
RESULTS
The campaign was picked up in over 60 publications that have a total of 3.71B consumers in readership. The query “black owned shops near me” grew 610% during the week of Black Friday and Cyber Weekend. Searches for “black-owned businesses” more than doubled. And social conversation around Black-owned businesses increased 115% in posts and 83% in overall mentions.
AWARDS
Cannes Lions - Gold - Entertainment Lions For Music - Brand Partnership (2022)
Cannes Lions - Gold - Digital Craft - Music/Sound Design (2022)
Cannes Lions - Silver - Film Craft - Original Music (2022)
Cannes Lions - Silver - Direct - Cultural Insight (2022)
Cannes Lions - Shortlist - Titanium Lions (2022)
The Andys - Gold - Craft (2022)
Clio - Grand - Social Media - Social Video (2022)
Clio - Silver - Branded Entertainment - Audio (2022)
Clio - Silver - Branded Entertainment - Film Scripted (2022)
Clio - Silver - Branded Entertainment - Music (2022)
Clio - Bronze - Digital/Mobile - E-commerce (2022)
Clio - Bronze - Digital/Mobile - Microsite (2022)
Clio - Shortlist - Film - 61sec-5min (2022)
Clio - Shortlist - Film Craft - Copywriting (2022)
Clio Music - Silver - Use of Music in Audio (2022)
Clio Music - Bronze - Use of Music in Film/Video (2022)
Webby - Winner - Advertising/Branded Content - Diversity (2022)
Webby - Nominee - Advertising/Craft - Copywriting (2022)
Webby - Nominee - Video/Branded Entertainment - Diversity (2022)
The One Show - Fusion Pencil (2022)
The One Show - Best in Discipline - Integrated (2022)
The One Show - Gold - Integrated - Integrated Branding Campaign (2022)
The One Show - Silver - Branded Entertainment - Art Direction (2022)
The One Show - Silver - Interactive - Online-only Video (2022)
The One Show - Silver - Interactive - E-commerce (2022)
The One Show - Bronze - Branded Entertainment - Music Videos (2022)
The One Show - Bronze - Interactive - Interactive Video (2022)
The One Show - Bronze - Music & Sound Craft - Brand Collaboration (2022)
The One Show - Bronze - Design - Moving Image (2022)
The One Show - Merit - Film - Online Film/Long Form (2022)
The One Show - Merit - Branded Entertainment - Long Form Video (2022)
The One Show - Shortlist - Moving Image Craft - Production Design (2022)
The One Show - Shortlist - Moving Image Craft - Direction (2022)
The One Show - Shortlist - Cultural Driver (2022)
AICP - Winner - Original Music (2022)
AICP - Winner - Web Film (2022)
AICP - Shortlist - Concept (2022)
D&AD - Wood Pencil - Casting - Film (2022)
D&AD - Wood Pencil - Digital - Promotional Websites (2022)
D&AD - Wood Pencil - E-Commerce - Entertainment (2022)
D&AD - Shortlist - E-Commerce - Entertainment (2022)
D&AD - Shortlist - Impact - Initiative (2022)
D&AD - Shortlist - Direct - Film (2022)
D&AD - Shortlist - Integrated - Content Led Campaigns (2022)
Campaign Power of Purpose - Finalist - Brand Purpose (2022)
Ciclope - Finalist - Production Design (2022)
Ciclope - Finalist - Original Music (2022)
CREDITS
AGENCY - BBH
CCO
Rafael Rizuto
GROUP CREATIVE DIRECTOR
Estefanio Holtz
GROUP CREATIVE DIRECTOR
Kasia Canning
CREATIVE DIRECTOR
Ty Johnson
CREATIVE DIRECTOR
Danny Yirgou
DESIGNER
Aedan Clark
MOTION DESIGNER
Yuan Guo
COPYWRITER
Chris Davis
PRESIDENT
Amani Duncan
EXECUTIVE PRODUCER
Kyra Beckmann
BUSINESS DIRECTOR
Miranda Hardy
GROUP ACCOUNT DIRECTOR
Maleika Cole
PRODUCER
Meetra Javed
ACCOUNT SUPERVISOR
Sonali Shukla
ACCOUNT MANAGER
Jay McGill
STRATEGY DIRECTOR
Beth Beckman
SENIOR STRATEGIST
Timanni Walker
BUSINESS AFFAIRS DIRECTOR
Alice Isner
BUSINESS AFFAIRS DIRECTOR
Daniella Vargas
BUSINESS AFFAIRS
Yasmeen Taylor
HEAD OF PRODUCTION
John Connolly
SUPERVISING PRODUCER
Kerry Mack
PRODUCTION - ANONYMOUS
DIRECTOR
Daps
PRODUCER
Sara Lacombe
EXECUTIVE PRODUCER
SueEllen Clair
DP
Rob Witt
ART DIRECTOR
Cody Fusina
PHOTOGRAPHY - VARIOUS
BTS PHOTOGRAPHER
Mahaneela
PRODUCT PHOTOGRAPHER
Danielle Alston
RETOUCHING
Ty Johnson, Dippin’ Sauce, Ben Taylor
EDITORIAL - CABIN
EDITOR
Randy Baublis
ASSISTANT EDITOR
Chris Kelley
PRODUCER
Hope DuHaime
VFX - CARBON
SENIOR PRODUCER
Kate Smith
VFX SUPERVISOR
Tim Little
CREATIVE DIRECTOR
John Price
FLAME ARTIST
Connor Mullaney
MOTION DESIGNER
Matt Beharry
COLOR - COMPANY 3
COLORIST
Sofie Friis Borup
SOUND DESIGN - SONIC UNION
SOUND ENGINEER
Steve Rosen
WEBSITE - REHAB
CREATIVE DIRECTOR
Neil Cooper
DESIGN DIRECTOR
Ant Hurlstone
UX DESIGNER
Vasileios Matsoukas
LEAD DEVELOPER
Steve Hall
DEVELOPER
Tautvydas Pocius
QA MANAGER
Claire Maillot
HEAD OF PRODUCTION
Ian Applegate
SENIOR ACCOUNT DIRECTOR
Blair Richardson
SENIOR PRODUCER
Alicja Czarnecka
CLIENT - GOOGLE
PRODUCT MARKETING MANAGER
Nicholas Underhill
SENIOR DIRECTOR, SMALL BUSINESS MARKETING
Claire Mudd
PRODUCT MARKETING MANAGER
Wendy Gonzalez
PRODUCT MARKETING MANAGER
Lisa Hiatt
TALENT
MUSIC
T-Pain, Normani
QVC HOST
Desi Banks
SHOPPER
Tanerélle
BUSINESS OWNER (SWÉ ACTIVE)
Gemini Georges
BUSINESS OWNER (HER STORY)
Sophia Ritter
BUSINESS OWNER (LIBERATE LA)
Brittany Davis
BUSINESS OWNER (NOW COLLECTION)
Gabrielle & Rachel Newman
BUSINESS OWNER (SILVERBACK COFFEE OF RWANDA)
Jack Karuletwa
BUSINESS OWNER (NAPPILY NATURALS)
Umaar Norwood & Sharon Williams-Norwood
BUSINESS OWNER (NEON COWBOYS)
Asia Hall
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