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
Category
Innovation in Radio & Audio
Annual ID
OS_RA20_026S
About the Work
How does the world’s most playful cookie get its message heard in a world where 20,000 new songs are released every day? Easy: team up with one of the most playful names in hip-hop, Wiz Khalifa, to drop a song in a way no one’s ever seen before: ON. A. COOKIE. Together we released an exclusive track that fans could only experience via OREO, thanks to a designed-from-scratch OREO Music Box that works like a record player. Put the needle on the cookie side and our anthem plays, twist it open and play the creme side and you’ll hear an instrumental you can rap along to karaoke-style. The secret is a special contrast sensor in the needle that uses light reflection to tell which side of the OREO you’re playing. The box also features high-quality integrated speakers and a miniature turntable engine. The story of Wiz Khalifa’s new OREO Music Box dominated music, entertainment, and pop culture media in the days surrounding the Grammy Awards, with over 38 million impressions. Since launch, the song itself has been viewed over 10 million times on YouTube — and (probably the best result) OREO sales are up double digits over last year.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
The Martin Agency / Richmond, VA
Client / Brand
OREO / East Hanover, New Jersey
Production Company
Mondial / Richmond, VA
Music / Sound Production Company
Rainmaker / Richmond, VA
Tiny Lion / Richmond, VA
Post Production Company
Radical Media / Los Angeles, CA
Running with Scissors / Richmond, VA
Chief Creative Officer
Karen Costello
Creative Director
David Muhlenfeld
Rique Santiago
Brittany Tooker
Devin Heatley
Director
Dave Meyers
Director of Photography
Scott Cunningham
Editor
Nick Wurz
Layne Maloney
Executive Creative Director
Jerry Hoak
Executive Producer
Tasha Dean
Brett Alexander
Jim Bouvet
Sound Designer
Jeff McManus
VP, Design Director
Thiago Elias
Creative Team
Chris Hagen
Paul Wiederholt
Katherine Leatherwood Brakman
Stefan Sonnenfeld
Gabriel Wakeman
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