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
Events & Experiential
Annual ID
OS_PR19009B
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? We needed to do something drastic to prove that we take burgers as seriously as we take our pancakes. So we “officially” changed our name to IHOb. We kept people in the dark as to what the b stood for, unleashing a worldwide guessing game. After a week of speculation and a massive Internet freakout, we revealed the b stood for burgers. But how did we turn this mayhem into sales? We transformed an IHOP into a flagship IHOb where we hosted a VIb event, inviting press and influencers to give the burgers a try. With the flip of a letter, IHOb quadruped burger sales and even saw a rise in their stock price, all while confirming IHOP’s place at the heart of American culture.
2019 Awards
Total Points: 10
Bronze 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
Chief Marketing Officer
Jonny Bauer
Marianne Stefanowicz
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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