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 Post / Single
Annual ID
OS_SM19007S
About the Work
To grow beyond breakfast, IHOP launched a new line of burgers. But how do you get an indifferent world to care about burgers from a pancake house? With a simple tweet. We posted a six-second video announcing that we were changing our name to IHOb. With 7.52 million views, we kept people in the dark as to what the b stood for. Speculation exploded worldwide in what became one of the biggest guessing games in Internet history. For a week, we ignited and stoked a media frenzy and then on the same platform that we teased IHOb, America finally got its answer: burgers. This unleashed an even bigger moment than the mystery itself. From the tease, to the announcement, to flipping our Twitter handle, we leveraged Twitter to show how serious we were about our new burgers with a bold and simple statement that broke the Internet.
2019 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Droga5 / New York
PR / Marketing Agency
DeVries Global / New York
Media Distribution Company
Initiative / New York
Art Director
Christian Chico
Chief Creative Officer
David Droga
Creative Director
Daniel Kelly
Todd Rone Parker
Designer
Nate Moore
Executive Creative Director
Scott Bell
Producer
Ryan McGrath
Strategist
Alex Cohen
Liz Hartley
Parks Middleton
Writer
Nic Bauman
Account Team
Giovanna Saffos
Lauren Tomlinson
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