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

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2015 One Show - Cross-Platform

This Is Wholesome

Agency Droga5 / New York

Client Mondelez International / Honey Maid
BACK TO RESULTS

Annual ID

150368A

About the Work

On 10 March 2014, we launched This is Wholesome, a campaign that celebrated the diversity of families in America today. It featured various, real-life, non-traditional families, cast as part of longer-form documentary-style online films. These were supported by banner advertising, PR outreach and a social activation asking people to show their support by sharing photos of their own wholesome families. While we received loads of positive support for the campaign, we also received some negative feedback, mostly via social media (YouTube, Facebook, Twitter). So on April 3, we released a public response. An online film that showed how we printed out all the negative comments and turned them into something positive: a paper installation forming the word “Love,” with an overwhelming number of positive comments surrounding it. Supported by only a tiny promoted social spend, we left the rest up to America. The response was astounding.