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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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2019 One Show - Social Media

@SeeLikeMenna

Agency Saatchi & Saatchi / Torrance + DENTSU INC. / Tokyo

Client Toyota Motor Corporation
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Annual ID

OS_SM19004S

About the Work

As the first ever Official Mobility Sponsor of the Olympic and Paralympic Games, Toyota wanted to demonstrate its commitment to mobility on a global platform. So in order to elevate the Paralympics, we had to first address the stigma around Paralympic athletes. The truth is, these athletes overcome incredible odds just to compete. @SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of Paralympic gold medalist, Menna Fitzpatrick. As a 100% visual platform, Instagram was the perfect place to tell a story about our visually impaired skier. We could tell our story in a way that was disruptive to the typical user experience, but creating an account from Menna's POV made the content feel native to Instagram. The campaign created an entirely new community of tens of thousands of followers and ultimately help make the 2018 Paralympics the most watched games in history.