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
Branded Social Channel
Annual ID
OS_SM18024M
About the Work
Depeche Mode - yes, that Depeche Mode - has been around for almost four decades. And in that time, they’ve built one of the most passionate fan bases in music. But to launch the new Spirit album and Global Tour, they needed to appeal to more than just their core fanatics to sell out stadiums across the world. So the challenge was to reinvigorate a fan base & introduce new audiences to the band. We did this by turning our huge but dormant community on the Depeche Mode Facebook page into an editorial team. For 365 days, we handed over the keys and allowed a different fan to run the page each day. We amassed over 1 billion impressions and 13 million page engagements with $0 media investment. And, we allowed the fans to be part of the band’s success, blurring the line between Depeche Mode and their fans, forever.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Depeche Mode / Venusnote Ltd. / London
BBH / Los Angeles
Chief Creative Officer
Pelle Sjoenell
Chief Marketing Officer
Frances Great
Creative Director
Emily Rosen
Executive Creative Director
Zach Hilder
Social Media Manager
Carl Stevens
Bess Howell
Lily Harty
Ale Rodriguez
Content Strategist
Lindsey Cummings
Music / Sound
David Gahan
Martin Gore
Andrew Fletcher
Jonathan Kessler
Alex Pollock
Ginny Song
Related Awards
