The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Public Service - Experiential / Ambient & Guerilla
Annual ID
150944A
About the Work
UK charities are in trouble. Donations are down 20% and government funding is down 60%. The Pilion Trust is tiny. The cuts meant their shelter for young homeless kids was about to close. We needed to raise £50,000 fast. Without the budget for paid media we created a deliberately provocative, highly shareable film asking the world for donations. We launched the film via Twitter, Youtube and Facebook and worked with volunteers from a local youth club to convert positive comments into donations. To date the film has been watched over 4.5 million times and The Pilion Trust has received £163,734 in donations. This represents a 32,647% ROI. To date the campaign has generated 255 million media impressions equating to £8.3 million in earned media. But most of all it meant a shelter for homeless kids didn’t have to close.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Publicis London / London
Production Company
Supergoober / London
Supergoober / London
Marshall Street / London
Marshall Street / London
Absolute / London
Absolute / London
Wave Studios / London
Wave Studios / London
Art Director
Jolyon Finch
Designer
Andy Breese
Director
Jonathan Pearson
Executive Creative Director
Andy Bird
Producer
Adam Dolman
Sound Designer
Tom Heddy
Writer
Steve Moss
Agency Producer
Sam Holmes
Related Awards
