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

Social Savvy Burglar

Agency Leo Burnett Chicago / Chicago

Client Allstate
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

URL

Click to launch

Annual ID

150626A

About the Work

People love using social media to tell the world where they are and what they're up to. But in the wrong hands, this information could be dangerous. In fact, 78% of burglars are using social media to find their next target. Since sports fans are among the worst over-sharing offenders, we took over one of the biggest nights in college football to send America a warning. During the Allstate Sugar Bowl, Mayhem appeared in an over-sharing couple's house and started selling everything. The event unfolded in real time, seamlessly integrating a series of TV commercials, a synchronized stream of social content, and an e-commerce site where Mayhem sold nearly 300 household items are rock bottom prices - from a $200 Chevy Volt, down to the last cotton swab. During the game, #MayhemSale was Twitter's #1 trending topic worldwide. And the dangers of over-sharing became national news.