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.

2020 One Show - Branded Entertainment

Creativity for All

Agency Goodby Silverstein & Partners / San Francisco + Buck Productions / Toronto + One Union Recording Studios / San Francisco + Human / New York

Client Adobe
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Annual ID

OS_BE20_092M

About the Work

Adobe tasked us with creating a campaign to raise awareness of their impact on the creative community—a message aimed directly at the world’s creators and creatives. But rather than tell the story of Adobe, we decided to tell the story of the community itself with a brand film inspired by millions. “Creativity for All” is a 60-second rallying cry for the democratization of creativity that celebrates all the powerful ideas that continue to shape the world around us. The mixed-media film includes icons of the digital era, such as Shepard Fairey, Malala Yousafzai and Billie Eilish, and the 1,000-name credit list includes a thank-you to every single Adobe user. The film aired on TV for the first time during the Oscars, the world’s most-watched celebration of creativity. But beyond just highlighting important and impactful work, “Creativity for All” enabled it—each social share resulted in a $5 donation to Teach For America, helping give creative tools to under-resourced students and teachers across the United States.