• D&AD Awards 2021
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Search Black-owned

Award: Yellow Pencil

Yellow Pencil / Digital / Search & Display / 2021

Award: Wood Pencil

Wood Pencil / Integrated / Large Business

Award: Shortlist

Shortlist / Impact / Initiatives / Brands

Covid-19 caused 41% of US Black-owned businesses to close in 2020, while Google Trends showed that searches for “Black-owned” skyrocketed by 600%. In short, people were looking to support Black-owned businesses, but lacked a way to find them. Google built a feature for businesses to identify as Black-owned, making this attribute searchable in Google Search and Maps. The campaign encourages everyone to “Search Black-Owned” by highlighting real businesses, and by using Black influencers to showcase their favorite hometown spots. Since launch, over 86,000 businesses have identified as Black-owned.

  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned

What did the judges have to say?

"This was a very important piece of work that made a real impact to people's businesses and lives. The simplicity of its execution cleverly takes away the mammoth technical undertaking in the back end to make this happen - creatively well crafted and executed to perfection."

Noah Khan, Regional President of Digital & Innovation CEEMEA, TBWA\

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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