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 - Social Media

No Bollocks

Agency Droga5 / New York

Client Heineken USA / Newcastle Brown Ale
BACK TO RESULTS

URL

Click to launch

Annual ID

150362A

About the Work

First brewed in 1927 for the coal-mining Geordies, Newcastle has sought to carry on the spirit of its humble origins: a good, honest beer brewed for straightforward, no frills guys who, like us, see through the category bullsh**. We don’t need an angle; we give it to you straight: “Give us your great money for our great beer.” This type of straightforwardness is the linchpin for every touchpoint of our communications, but especially in social media. Through a combination of blatant honesty and subverting “best practices,” every piece of our social content helps our audience recognize all the cliched, disingenuous ways brands try to drum up “engagement”; From the awkwardness of forced brand/fan interaction to misguided hashtag strategies to fully transparent ploys to generate user-generated content. As it turns out, honesty actually works and ‘No Bollocks’ has become a rallying cry for anyone who’s ever felt pandered to by brands.