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.
Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS_DM21_115M
About the Work
Change the Ref wanted to create buzz around gun control just before the US elections. So, we decided to send lifelong baseball fan Joaquin Oliver to 15 different Major League Baseball stadiums. The problem? Joaquin could only attend as a cardboard cutout. And not because of COVID-19, but because he was murdered in the 2018 Parkland, FL school shooting. We leveraged a unique opportunity to make a powerful statement on gun violence and the politicians who ignore it. As a result, Joaquin’s story was featured by news outlets across the country and garnered more than 2B media impressions.
2021 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe / US
Creative Director
Jon Ruby
Jeff Vermeersch
Executive Creative Director
Tim Vaccarino
Dave Weist
Senior Art Director
Albert Breitwieser
Senior Copywriter
Tanya Wasyluk
Account Director
Courtney Calvert
Charles Leone
Bridget Feeley
Agency Communications Lead
Rebecca Sullivan
Director of Editorial
Emile Doucette
PR Director
Kelly Burke
Senior Account Executive
Dana Hershman
Senior Digital Imaging Artist
Alex Abdalian
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