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
Packaging / Specialty
Annual ID
OS_DE18152M
About the Work
Week of Greatness is an annual sneaker event when Foot Locker features the most anticipated sneakers of the year, but this year, due to the devastation in Puerto Rico from Hurricane Maria, we decided to do something different. Every sneaker head has at least one pair of sneakers that they have never worn. So this year, we partnered with athletes, influencers and entertainers and asked sneakerheads to donate an unworn pair from their collection to Puerto Rico. For every pair that was donated, Foot Locker would match. We launched by creating commercials with athlete lookalikes, and then released videos showing that while the fake celebrities were making commercials, the real ones were donating shoes to Puerto Rico. We created boxes that we sent to sneakerheads influencers so they could mail their shoes directly. Sneaker heads everywhere came together and donated over 5,000 pairs of shoes to Puerto Rico.
2018 Awards
Total Points: 2
Merit
Credits
Agency
BBDO / New York
Production Company
EG+ Worldwide / New York
Art Director
Martins Zelcs
Chief Creative Officer
David Lubars
Greg Hahn
Designer
Dennis Payongayong
Brandon Galosi
Executive Creative Director
Dan Lucey
Writer
Bryan Stokely
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