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.
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Category
Consumer - Branded Social Post / Branded Social Post
Annual ID
SM16004B
About the Work
This holiday, Twitter users noticed something was… off with their Reese’s Trees. They looked like turds. And after being reported on as “real news”, the Trees became a controversy. Reese’s wasn’t going to take that sh*t. #AllTreesAreBeautiful spun the conversation, introducing a new injustice: tree shaming. Consumers and celebrities alike loved the response. And media that cried, “Scandal!” championed the campaign’s positivity and wit. Strategic social posts followed, channeling good vibes and pop culture. #AllTreesAreBeautiful generated 260,000 social mentions, an 82% increase of brand mentions and 1 billion earned impressions. In doing so, it showed the world how you turn haters into followers. Beautifully.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Arnold Worldwide / New York
Havas Worldwide / New York
Chief Creative Officer
Jim Elliott
Designer
Paul Kim
Executive Creative Director
Tim Flood
Mathew Jerrett
Social Media Manager
Larry Lac
Content Strategist
Omar Khan
Kristen Ablamsky
Tattiana Bamba
Amber Ferguson
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