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Category
Brand Transformation
Annual ID
OS_PR21_014S
About the Work
Methane production is one of the biggest challenges in the industry, with cows contributing more greenhouse gasses to the atmosphere than the entire transportation sector. But if it was cut, the world would start seeing significant improvements within ten years This was an opportunity to make a tangible impact on the environment.
After two and a half years of working with scientists to find an herbal additive to reduce methane emissions from cows, we developed a formula that reduces methane emissions up to 33%. This solution is simple: adding just 100 grams of lemongrass to the cows’ feed.
Once ready for the world, we released it to the public, with full instructions on how to use it, open to everyone from friends to competitors.
To inspire the world, we produced a 2-minute music video directed by Oscar-winning director Michel Gondry and starring cowboy kid Mason Ramsey that ran on national TV and social media, as well as “how to” and “expert” videos shared at rbi.com/sustainability.
Cows’ Menu got 12.5 billion global impressions and increased perception of BK as a sustainable brand by 203%.
It also was #1 in clicks for a Promoted Trend Spotlight across all verticals, and performed 141% higher than industry benchmarks for engagement on Twitter. It saw a 5x increase in brand mentions during the promoted period.
Cows’ Menu is a long term commitment, and we need the rest of the industry to shift with us.
That's why we are currently expanding the pilots, research and testing from the US to Austria, Ireland, México & Brazil, partnering with the largest meat producers in the world like JBS, GUSI & KEPAK. We also maintain all information on the formula as completely open source to encourage industry-wide adoption.
After two and a half years of working with scientists to find an herbal additive to reduce methane emissions from cows, we developed a formula that reduces methane emissions up to 33%. This solution is simple: adding just 100 grams of lemongrass to the cows’ feed.
Once ready for the world, we released it to the public, with full instructions on how to use it, open to everyone from friends to competitors.
To inspire the world, we produced a 2-minute music video directed by Oscar-winning director Michel Gondry and starring cowboy kid Mason Ramsey that ran on national TV and social media, as well as “how to” and “expert” videos shared at rbi.com/sustainability.
Cows’ Menu got 12.5 billion global impressions and increased perception of BK as a sustainable brand by 203%.
It also was #1 in clicks for a Promoted Trend Spotlight across all verticals, and performed 141% higher than industry benchmarks for engagement on Twitter. It saw a 5x increase in brand mentions during the promoted period.
Cows’ Menu is a long term commitment, and we need the rest of the industry to shift with us.
That's why we are currently expanding the pilots, research and testing from the US to Austria, Ireland, México & Brazil, partnering with the largest meat producers in the world like JBS, GUSI & KEPAK. We also maintain all information on the formula as completely open source to encourage industry-wide adoption.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
We Believers / New York
Production Company
Partizan / Los Angeles
Music / Sound Production Company
Pickle Music / New York
Post Production Company
The Mill / Los Angeles
Pickle Music / New York
Art Director
Diego Grandi
Chief Creative Officer
Gustavo Lauria
Composer
Alexis Estiz
Steve Mudd
Director
Michel Gondry
Director of Photography
Shawn Kim
Editor
Jeff Buchannan
Executive Producer
Alexis Estiz
Group Creative Director
Santiago Luna Lupo
Sound Designer
Biijan Sharifi
Dario Calequi
Jacob Bloomfield-Mirsrach
Creative Director / VFX Supervisor
Glyn Tebbutt
Global CMO
Fernando Machado
Managing Director / Executive Producer
Lisa Tauscher
1st AD
Andy Coffing
2nd Editor
Diego Panich
Audio Engineer
Dario Calequi
Brand Manager
Juan Cano
Choreographer
Mandy Moore
Copyeditor
Nina Serven
Creative Coordinator
Rocio Fernandez Sasso
Director Marketing & Advertising NA
Rogelio Magana
Editorial
Final Cut LA / Los Angeles
Head of Art
Diego Grandi
Head of Brand Communications
Marcelo Pascoa
Head of Client Services
Jose Quijano
Head of Global Brand Marketing
Diego Suarez
Head of Innovation
Matthew Banton
Head of Innovation & Sustainability
Elmis Medina
Head of Planning
Marco Vega
Head of Production
Kelly Martin
Marcia Jaes
Lyrics
Gustavo Lauria
Steve Mudd
Performer
Mason Ramsey
PhD.
Octavio A. Castelán-Ortega
Ermias Kebreab
Production Designer
Maxwell Orgell
Senior VFX Producer
Erin Hicke
Sound Design & Mix
Pickle Music / New York
VA Senior Manager, Guest insights, Brand Marketing
Rachel Kellerman
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