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

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 One Show - Social Media

IHOb

Agency Droga5 / New York

Client IHOP
BACK TO RESULTS

Annual ID

OS_SM19022S

About the Work

To grow beyond breakfast, IHOP launched a new line of burgers. But how do you get people to care about burgers from a pancake house? To prove that we take them as seriously as we take our pancakes, we “officially” changed our name to IHOb. In the age of information, we kept the Internet in the dark as to what the b stood for, releasing cryptic videos featuring nothing but the logo flip, the date of the announcement and #IHOb. With the flip of a letter, we ignited one of the biggest guessing games in Internet history. Once we revealed the b stood for burgers, it created an even bigger moment than the mystery itself. The campaign generated $113+ million in media value and over 42.5 billion impressions, took over Twitter and inserted IHOb into the cultural lexicon of hundreds of brands, celebrities, media outlets and even meme accounts.