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 Campaign / Branded Social Campaign
Annual ID
SM16006G
About the Work
In an emoji-crazed world, people noticed a huge problem: no taco emoji. So Taco Bell decided to do something about it. One Change.org petition and 33,000 signatures later, the taco emoji was officially on billions of screens worldwide. To celebrate something that huge, Taco Bell created the Taco Emoji Engine: an epic, nonstop, GIF-driven launch party built into Twitter. The price of admission? Just tweet a taco emoji plus any other emoji and get back one of 1,294 custom responses—instantly. It got weird. It got attention. It got the taco emoji all over everyone's timeline.
2016 Awards
Total Points: 50
Best of Discipline Pencil
Credits
Agency
Deutsch / Los Angeles
Production Company
DigitasLBi / San Francisco
IC Group / Winnipeg
Art Director
Dan Rosenberg
Chief Creative Officer
Pete Favat
Creative Director
Andy Pearson
Ken Slater
Designer
Sean Lee
Executive Creative Director
Tom Pettus
Writer
Ashley Milhollin
Creative Team
Winston Binch
Walter Smith
Fernando Barretto
Monica Tobin
Sierra DeRose
Zach Gallagher
Amelia Hall
Cara Nieto
Mara Serdans
Anastasia Arten
Technical Producer
Pam Scheideler
Nathan Pitzel
Lindsey Najdovski
Bob Guerrero
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