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
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16008S
About the Work
Award shows and promoting award shows have become formulaic and forgettable. So, for the 2015 VMA’s, MTV reinvigorated a tired format with an integrated campaign that began by turning our entire media buy into blank green-screens, every piece teasing MTVVMA.net. At MTVVMA.net, people could download every asset from the VMA campaign for free and make whatever they wanted, with MTV promising to pick the best pieces to replace all our green-screens out in the world. Thousands of fans posted their VMA art online, sparking conversation and promoting the show far beyond our traditional media buy. We then swapped out all our green-screen media for fan-made art—always giving credit to their creators. Fan social media became our free media, resulting in 541 million social engagements. The campaign successfully permeated pop-culture with a truly breakthrough approach to empowering fans to spread and shape the narrative for one of entertainment’s biggest shows.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
MTV / New York
Digital Agency
Jam3 / Toronto
PR / Marketing Agency
Fallon / Minneapolis
Art Director
Catherine Chesters
Creative Director
Andrei Chahine
Director
Reed & Rader
Editor
Barbara Wild Child Post
Executive Creative Director
Tina Exarhos
Adrian Belina (mtvvma.net)
Pablo Vio (mtvvma.net)
Product Manager
Irene Adsuar
Lisa Nussbaum
Social Media Manager
Sarah Epler
Sound Designer
Great City Productions
Writer
Andrei Chahine
Agency Producer
Kris Walter
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