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
Brand Voice
Annual ID
OS_PR21_011G
About the Work
In the weeks before the 2021 Super Bowl, the power of online communities to drive real world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having.
By going “small” on the big game, Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities and shifted mass perceptions.
By going “small” on the big game, Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities and shifted mass perceptions.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
R/GA California / San Francisco
Art Director
Ben Muckensturm
Associate Creative Director
Jocelyn McCanles
Chief Marketing Officer
Roxy Young
Creative Director
Kevin Koller
Executive Creative Director
Bryan Gregg
Chapin Clark
Strategy Director
Kaitlyn Frysztak
Associate Creative Director, Content Studio
Kirstie Bones
Content Producer
Janie Penney
Senior Copywriter
Scott Steele
Senior Producer
Katie Cahill
VP, Executive Production Director
Julie Andrews
VP, Executive Strategy Director
Yael Cesarkas
Account Director
Parry Rominger
Communications Manager
Allison Day
Nika Dyen
Creative Lead
Chris Potts
Group Director, Content Production
Hana Newman
Group Director, Media Operations
Liz Hart
Group Production Director
Catherine Hughes
Head of Brand Creative
Tavish MacLellan
Marketing Specialist
Katie Ambrose
Media Director
Faviana Campbell
Media Planner / Buyer
Devon Bremer
Motion Design Director
Felipe Mahalem
Senior Communications Manager
Emily Yarwood
Nicole Murphy
Senior Community Manager
Cassidy Good
Senior Marketing Lead
Dong Chen
SVP, Managing Director
David Corns
VP, Head of Media
Ellie Bamford
VP, Managing Director, Client Services
Cara Watson
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