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 Post / Real-time Response
Annual ID
OS_SM20_054M
About the Work
When the art Basel banana happens, the world got crazy. So, with the help of Carrefour and their core business idea Act For Food claiming “Concrete Actions for Better Food”, and thanks to the ultra reactive Carrefour team, we approved an answer within minutes. In a few hours, the post went viral. After just four days, it was shared 24,000 times and reached organically more than 5 million people, that is 50% of Belgian population, making it Carrefour’s most successful Facebook post of 2019. The post also achieved an Engagement Rate 8 times higher than average, delivering a boost of brand awareness and traffic right in time for the festive season. And thenLocal and international media loved our cheeky response so much that they picked up the story, extending the impact well beyond social media. Our post was praised in 12 countries, 50% of which mentioned Carrefour in their headlines. So, with a ridiculous investment of 3,000 $, we got a media value of more than 19 million $, meaning that our banana is 160 times more valuable than a 120,000.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy Social Lab / Brussels
Creative Director
Gabriel Araujo
Executive Creative Director
Gabriel Araujo
Writer
Pieter Decaniere
Creative Team
Sebastien Stevens
Bill Bilquin
Account Team
Rob Hill
An Van de Velde
Christophe Crasselts
Alizee Lippert
Louka Vandenberghen
Related Awards
