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
Social Engagement / Community Building
Annual ID
OS_SM17074M
About the Work
Macy’s has always believed in Santa. But in our increasingly cynical world, belief has become harder and harder to find. Take the Internet. It’s the place kids everywhere turn to for their information. But in 2016, when a child asked Google, “Is Santa Real”, the very first answer was a resounding “NO.” In response, we created The Santa Project, an ambitious nationwide mission designed to overcome online cynicism by filling the Internet with positive expressions of belief. We called on Americans of all ages to show they believed by posting #SantaProject photos, messages and videos to their online channels. Using rigorous search engine optimization tactics, we harnessed our campaign’s attention to dramatically impact Google’s search results. By Christmas day, if a child were to ask Google “Is Santa Real?” the first answer instead read: Santa is a symbol of generosity and goodness. We couldn’t agree more.
2017 Awards
Total Points: 5
Merit
Credits
Agency
FigliuloandPartners / New York
Production Company
Park Pictures / New York
Cartel / New York
The Mill / New York
Mr. Bronx Audio Post / New York
Leroi / New York
Smartypants / New York
Hungry Inc / New York
Chief Creative Officer
Mark Figliulo
Creative Director
David Gibson
Spencer LaVallee
Nathan Lennon
Designer
Christina Hillman
Agency Producer
Robert Valdes
Jill Landaker
Content Strategist
Ben Lebowitz
Quaison Carter
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