Black-Owned Friday 2023
Director: Andre Muir
In 2020, Google launched Black-owned Friday to support Black business owners in the U.S. disproportionately affected by the pandemic. In 2023, our goal was to use the entire Google ecosystem (Maps, Search, AI tools) to create tangible impacts for business owners, and to encourage consumers to shop and support Black-owned businesses more often. 

We tapped the multi-talented queen Keke Palmer to remix the '90s club classic "100% Pure Love" by Crystal Waters, which we dubbed "100% Black-owned." Our remix reinforced the pride and power of Black entrepreneurship, and gave business owners an empowering anthem to use in their own marketing and social content.

The song became the centerpiece of a remixable, social-first campaign, featuring a shoppable music video with over 50 Black-owned products and 25 business owners nationwide.

Recognition:
Cannes Lion Bronze, Music Entertainment, Use of Licensed/Adapted Music
Cannes Lion Bronze, Creative Commerce Corporate Purpose & Social Responsibility
Cannes Lion Shortlist, Social Behavior & Cultural Insight
Cannes Lion Shortlist, Social & Influencer Co-Creation & User Generated Content
One Show Silver Pencil, In-House Branded Content
One Show Merit Award, In-House Campaigns for Good
One Show Merit Award, Branded Entertainment Music Videos
D&AD Graphite Pencil, Sound Design & Use of Music, Artist & Brand Collaboration
D&AD Shortlist, Commerce, Social
D&AD Shortlist, Sound Design & Use of Music, Adapted Music
Webby’s, Social Commerce, Celebrity Partnership