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.

2017 One Show - Social Media

Winter Swear Jar

Agency J. Walter Thompson Canada / Toronto

Client Hotels.com
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Annual ID

OS_SM17049M

About the Work

Canadians really like to gripe about the cold winter months, and nowhere is that more evident than on Twitter. That's why Hotels.com decided to turn negative tweets about winter into something positive. Introducing the Hotels.com Winter Swear Jar. For every profanity-laden, anti-winter tweet Hotels.com finds on Twitter, they’ll add a quarter to the jar. Each time the Jar reaches $1,000, Hotels.com will send one lucky Canadian somewhere warm.