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
Social Engagement / User-Generated Content
Annual ID
OS_SM17064M
About the Work
Ballers is an HBO show about professional athletes’ quest for fame and the rewards of hustle. The show’s intro features gritty workout footage which fans say “always gets them hyped up.” To kick off Season Two, we did something no network has ever done before – we put fans’ social content on-air in the show intro they love so much. On premiere day, our biggest star, Dwayne “The Rock” Johnson, launched the #BallersIntroContest and asked fans to share their own workout video Tweets and Instagrams for a chance to replace the intro’s existing ones during the broadcast of a future episode. We kept fans motivated in real time by releasing dozens of custom intros with their footage on social. Ultimately, 14 fans made their HBO debut in front of 4.67 million viewers. The activation generated 1.09 billion impressions, 38 hours of fan footage, and increased social engagement by 70% year-over-year.
2017 Awards
Total Points: 5
Merit
Credits
Agency
360i / New York
Art Director
Doug Murray
Chief Creative Officer
Pierre Lipton
Creative Director
Jeff W. Anderson
Adam Gloo
Emily Sander
Writer
Andrew Hunter
Agency Producer
Pat Soria
Maya Desai
Content Strategist
Stephanie Bousquet
Creative Team
Alden Millar
Marty Zelenko
Related Awards
