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
Social Channel / Single Platform
Annual ID
OS_SM20_037M
About the Work
With #eyeslipsface, e.l.f. Cosmetics created the TikTok playbook for every brand. In order to engage Gen Z in an authentic and disruptive way, e.l.f. entered TikTok at a time few brands had touched the platform. Their goal was to create a truly viral sensation, with an audacious vision to pass 1 billion views. e.l.f. wanted to get all of TikTok dancing to “eyes lips face” to amplify its core brand positioning: “e.l.f. is for every eye, lip and face.” e.l.f.’s #eyeslipsface TikTok challenge became the most viral US campaign in TikTok history, attracting over 3.5 million user-generated videos, totaling 5.6 billion views. It became a true pop culture moment, attracting organic celebrity participation from Ellen, Lizzo, and Reese Witherspoon. The original song we created became a viral sensation, hitting #4 on Spotify and getting added to 300K Spotify playlists. DJs played it in the clubs; stadiums played it to energize crowds. Given this momentum, Republic Records (home to Drake & Taylor Swift) negotiated to buy the song. Republic and e.l.f. Partnered to create and release the official “eyes. lips. face.” music video on Vevo and YouTube. Earned media spanned Rolling Stone to Vox to AdWeek, netting 1.5 billion impressions.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Movers+Shakers / Brooklyn, NY
Internal / In-House Agency
TikTok Creative Lab / New York, NY
Client / Brand
e.l.f. Cosmetics / Oakland, CA
Chief Creative Officer
Geoffrey Goldberg
Chief Marketing Officer
Kory Marchisotto
Executive Producer
Evan Horowitz
Creative Team
Subin Kim
Jane Hahn
Rayana Pharaon
Client Team
Gayitri Budhraja
Ashley Rosebrook
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