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
Integrated Branding / Integrated Online
Annual ID
OS_CP17061M
About the Work
It started online, with a love story that gave new meaning to our wrappers. Our film, The Story of Sarah and Juan, showed that even the most meaningful connections in life can come from something as small as sharing a piece of gum. Then we actively engaged consumers on social media, turning their Instagram and Twitter photos into beautiful, hand-drawn works of wrapper art. The wrappers were displayed in an interactive gallery at GiveExtraGetExtra.com, and people proudly shared them across their social networks. We responded in real time to moments of connection as they trended on social media, commemorating them on our wrappers. And on Valentine’s Day, we used our wrappers to help a real couple get engaged, and documented their amazing journey in a branded content piece.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Energy BBDO / Chicago
Production Company
Rattling Stick / Los Angeles
Sanctuary Content / Los Angeles
Whiz Bang / Chicago
The Mill / Chicago
STIR Post / Chicago
Cut + Run / London
Beast Editorial / Los Angeles
ole Media Management L.P. / Los Angeles
Art Director
Josejuan Toledo
Jesús Díaz
Chief Creative Officer
Andrés Ordóñez
Creative Director
Pedro Perez
Josh Gross
Jonathan Linder
Illustrator
Mya Pagán
Writer
Sofía González
Emily Akins
Related Awards
