Google Black-Owned Friday
Award: Wood Pencil
Wood Pencil / Sound Design & Use of Music / Original Composition / 2021
Award: Wood Pencil
Wood Pencil / Digital / Use of Talent & Influencers
Award: Shortlist
Shortlist / Direct / Digital
Award: Shortlist
Shortlist / Digital / Social
Award: Shortlist
Shortlist / PR / B2C
Black Friday is a day of huge consumer spending. But in a year of challenging circumstances for small businesses, it needed to change. Google flipped the focus and funds towards small Black-owned businesses, spotlighting their stories and the value they create when people shop at them. Black Friday became #BlackOwnedFriday. The campaign impacted social conversation with a +300% increase in mentions of ‘Black-owned businesses’ and most importantly drove real impact for the businesses featured.
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