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 & Transformation / Innovation in Integrated
Annual ID
OS_IG21_039M
About the Work
With 100x Space Zoom, Samsung’s Galaxy S20 Ultra has the best camera in smartphone history. Rather than just launch it with ads people could ignore, we hid microscopic codes in every asset (300+). Find a code, win a phone. With free phones up for grabs people didn’t just watch our ads, they analysed every last pixel. Resulting in $3.49m in sales, ROI of 5:1 and the biggest, smallest phone launch in Samsung’s history.
2021 Awards
Total Points: 3
Merit
Credits
Agency
CHE Proximity / Australia
Production Company
Heckler / Sydney
Art Director
Daniel Smith
Chief Creative Officer
Ant White
Copywriter
Ernie Ciaschetti
Creative Director
Ashley Wilding
Daniel Davison
Gavin Chimes
Designer
Reece Lawson
Director
Tim Kindler
Executive Creative Director
Wesley Hawes
Producer
Karine Pawel
Head of Design
Darren Cole
Account Director
Lucy Jones
Director of Product Marketing
Eric Chou
Director, Strategic Production
Holly Alexander
Group Account Director
Hannah Austin
Head of Marketing - Mobile
Hayley Walton
Marketing Manager
Hayley Wilson
Operations Director
Mary-Anne Truong
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