Google: Black-owned Friday

CREATIVE DIRECTOR

T-Pain, Normani, Desi Banks, and more than 50 Black-owned businesses come together to celebrate the second annual #BlackOwnedFriday with a shoppable film. From beauty products to home goods, shop over 100 featured products. On Black Friday and every day, search, shop, support Black-owned.

TYPE: BRANDED MUSIC VIDEO & INTERACTIVE EXPERIENCE    CLIENT: GOOGLE    AGENCY: BBH

BACKGROUND AND MOMENTUM

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.

Google: Black-owned FridayGoogle: Black-owned Friday

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.

Google: Black-owned FridayGoogle: Black-owned Friday
Google: Black-owned FridayGoogle: Black-owned Friday

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)

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
 

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
  

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