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
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Integrated Branding / Online Campaign
Annual ID
151045A
About the Work
Our challenge from the NYC Rescue Mission was to humanize the homeless, to change how New Yorkers see them. To do so, we launched an integrated online campaign that aimed to make the homeless visible. First we conducted a hidden-camera social experiment in which unsuspecting New Yorkers walked by people living on the street who were actually their family members, pretending to be homeless. Would these long-time New Yorkers notice the homeless person enough to realize he or she was a family member? The video of the social experiment went viral, even being featured on ABC World News with Diane Sawyer. The video directed viewers to MakeThemVisible.com, where we aimed to humanize actual members of the NYC homeless community. We interviewed and photographed 50 NYC Rescue Mission members. Visitors could read about their likes and dislikes - from favorite foods to music, to connect with these real human beings.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Silver + Partners / New York
Production Company
Smuggler / New York
The Now Corporation / New York
Sound Lounge / New York
JSM / New York
Chief Creative Officer
Eric Silver
Creative Director
Howard Finkelstein
Creative Technologist
Lach Hall
Director
Jun Diaz
Editor
Jesse Reisner
Jessica Farmer
Sound Designer
Tom Jucarone
Agency Producer
Joel Jeffords
Cristina Costantino
Music / Sound
Joel Simon
Related Awards
