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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_PR21_031S
About the Work
For the first time in 37 years, Budweiser decided to forego its iconic in-game Super Bowl airtime and help support vaccine awareness and education through a partnership with the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative: one of the largest public health communications campaigns in history.
Budweiser launched its Super Bowl LV campaign with a film entitled “Bigger Picture,” which ran digitally in the weeks leading up to the game. The film, narrated by actress, writer, and advocate Rashida Jones, celebrates individual acts of resilience that sparked hope during a trying year and spotlights a group of first responders who were among the first people to receive a COVID-19 vaccine. The film ends with an announcement that Budweiser will sit out its usual advertising airtime during the Super Bowl and reallocate those media dollars to support COVID-19 vaccine awareness and education in 2021.
Budweiser’s decision to not run an ad during the Super Bowl and instead make a multimillion-dollar commitment to COVID-19 vaccines awareness and education is a message that resonated with both media and consumers. Virtually every media outlet took notice, with coverage resulting in more than 32.1 billion PR impressions, the most of any Anheuser-Busch Super Bowl campaign ever. Consumer engagement was equally as strong with over 75M million views of the digital film, and 668K social mentions, the most ever for any Budweiser campaign (Super Bowl or otherwise). By applying its advertising spend to public service, Budweiser is not only anticipating a better future — it is doing its part in helping make it a reality.
Budweiser launched its Super Bowl LV campaign with a film entitled “Bigger Picture,” which ran digitally in the weeks leading up to the game. The film, narrated by actress, writer, and advocate Rashida Jones, celebrates individual acts of resilience that sparked hope during a trying year and spotlights a group of first responders who were among the first people to receive a COVID-19 vaccine. The film ends with an announcement that Budweiser will sit out its usual advertising airtime during the Super Bowl and reallocate those media dollars to support COVID-19 vaccine awareness and education in 2021.
Budweiser’s decision to not run an ad during the Super Bowl and instead make a multimillion-dollar commitment to COVID-19 vaccines awareness and education is a message that resonated with both media and consumers. Virtually every media outlet took notice, with coverage resulting in more than 32.1 billion PR impressions, the most of any Anheuser-Busch Super Bowl campaign ever. Consumer engagement was equally as strong with over 75M million views of the digital film, and 668K social mentions, the most ever for any Budweiser campaign (Super Bowl or otherwise). By applying its advertising spend to public service, Budweiser is not only anticipating a better future — it is doing its part in helping make it a reality.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
DAVID / Miami
Internal / In-House Agency
draftLine / New York
PR / Marketing Agency
Allison + Partners / New York
Production Company
1stAveMachine / Santa Monica
Media Distribution Company
Code3 / New York
Dentsu / New York
Art Director
Georgia Taylor
Joao Viegas
Associate Creative Director
Curtis Caja
Jose Sancho
Andy Verderosa
Keslie Watts
Chief Creative Officer
Pancho Cassis
Creative Director
Eric Flinn
Ben Marshall
Designer
Alex Graber
Director
Morgan Harary
Director of Photography
Isaac Bauman
Editor
Hugo Jordan
Executive Creative Director
Jay Wadley
Trevor Gureckis
Executive Producer
Brenda Morrison Fell
Sam Penfield
Peter Repplier
Nick Litwinko
Michaela Mckee
Yvette Cobarrubias
Susie Boyajan
Colleen Cavanaugh-Anthony
Jennie Armon
Global Chief Strategy Officer
Paula Vampre
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Strategist
Jakki Kay
Strategy Director
Anthony Perrin
Assistant Editor
Andrew Corrales
Associate Strategy Director
Matías Candia
CMO
Marcel Marcondes
Arranger
Adam Weiss
Assistant Mixer
Macey Estes
Associate Music Producer
Agatha Lee
Audio Engineer
Josiah Kosier
Budweiser Sports Marketing Director
Kody Babb
Business Affairs Manager
Elizabeth Torriente
Chief External Affairs Officer
Cesar Vargas
Colorist & Finishing Artist
Nico Cragnolino
Digital Brand Manager
Nick Sylvia
Digital Media Manager
Corey Rubin
Director Communications
Eddie Moye
Director Corporate Social Responsibility
Ashley Cahill
Director Digital Media
Laurel VanTassel
Executive Vice President
Emily Wilson
Global COO
Sylvia Panico
Group Account Director
Stefane Rosa
Head of Production
Marie Mangahas
Matt Nelson
Head of U.S. Sports Partnerships
Matt Davis
Management Supervisor
Jenny Gobel
Manager, Communications
Makena Riendeau
Managing Director
Ricardo Honegger
Mixer
Zac Fisher
Operations Coordinator
Larissa Cocchiaro
Partner + President
Lisa Rosenberg
Production Coordinator
Randall Collett
Production Designer
Miranda Lorenz
Production Manager
Chelsea Van Arsdol
Project Manager
Kaitlin Firstbrook
Public Relations
Clarissa Dickinson
Julia Shapiro
Jensen Strandberg
Lily Newman
Ben Diserens
Public Relations Director
Jessica Callaghan
Senior Brand Manager
Veronica Sperry
Senior Business Affairs Manager
Barbara Karalis
Senior Director Communications
Lacey Clifford
Senior Director Marketing
Marisa Siegel
Senior Director Media
Juliana Wursburger
Senior Media Manager
Scott Decker
Visual Researchers
Aaron Sharper
Craig Phillips
Lauren Wackell
Chelly Zerbe
Anna Weltner
Kadie Spinks
Jen Tam
Itzel Fernandez
Mike Kho
VP Consumer Connections
Azania Andrews
VP, Budweiser Marketing
Monica Rustgi
VP, Communications
Jennifer Morris
VP, Media & Data
Paolo Provinciali
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