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
Craft / Writing
Annual ID
OS_SM19025B
About the Work
Everyone knows the best part of being in the mafia is getting a good nickname. So on January 10, to celebrate the 20th anniversary of The Sopranos, HBO sent out a single tweet offering Soprano-worthy mob nicknames for whoever wanted one. Over 24,000 people replied to this single, organic tweet, including Roger Federer, Lin-Manuel Miranda, Emily Nussbaum, Blake Griffin, Ben Schwartz, Laura Dern, and a big chunk of brands on Twitter. In response, we wrote, designed, and posted nicknames in real-time, creating one of the greatest Twitter threads of the year. Each person’s nickname was custom written based on their name, interests, and/or reputation...and always with a nod to the show that inspired it all. The names got people laughing, sharing, and engaging with HBO all day in hopes to be blessed with a nickname of their own.
2019 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Engine Group / New York
Client / Brand
HBO / New York
Art Director
Scott Jones
Chief Creative Officer
Will Gelner
Creative Director
Ashley Tyra
Designer
Sabrina DiPasquale
Executive Creative Director
Matt Steinwald
Producer
Christine DiStasio
Caroline Garrett
Natalina Lopez
Alphonzo Terrell
Jake Taylor
Carly Beltramo
Jim Marsh
Sabrina Caluori
Social Media Manager
Jonathan Mesquita
Account Team
Dan Rodriguez
Kristen King
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