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
Digital Direct Marketing / Social Media & Viral Marketing
Annual ID
150622A
About the Work
Esurance is a relative unknown in the insurance category with unaided awareness 350% lower than our strongest direct competitor. On top of that, we were being significantly outspent in the marketplace. Esurance needed higher awareness to be competitive. The Super Bowl provided a huge audience but it is crowded and expensive. Our goal was to create a program that would capture the attention of our core audience, self-directed 30-something’s, and encourage them to continue to spread the word. We wanted to create buzz that was inextricably linked to who Esurance was as a company. Not a branded stunt.
2015 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Leo Burnett / Chicago
Art Director
Travis Lampe
Chief Creative Officer
Susan Credle
Creative Director
Brian Shembeda
Jeff Candido
Director
Chris Smith
Writer
Jesse Dillow
Related Awards
