The One Show
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Category
Brand Partnerships
Annual ID
OS_PR21_081M
About the Work
When COVID-19 forced every sports league to shut down and blood drives to be cancelled, Budweiser announced a partnership with the Red Cross that was funded by shifting its sports sponsorship dollars to convert empty sports stadiums into Red Cross blood drive centers. Budweiser launched One Team with a film that gave new meaning to the names of American sports teams by using them to describe frontline heroes. For instance, we referred to nurses in blue scrubs as “The Blues” (St.Louis), vaccine developers as Trail Blazers (Portland) and blood donors as “Angels” (Los Angeles), among many more examples.
This launch led to a massive conversation about One Team that saw people from both sides of the aisle come together. Athletes such as Alex Bregman and Gleyber Torres, teams including the Arizona Diamondbacks and Chicago White Sox, and even political and media figures, like former Vice President of the United States Mike Pence and American journalist and CNN anchor Jake Tapper, shared the One Team message. We also created localized assets to spread the word about upcoming local blood drives and expand the One Team conversation.
In all, the One Team campaign earned 1.4 billion PR impressions and 99% positive sentiment, while our blood drives generated enough blood donations to save over 16,000 lives.
This launch led to a massive conversation about One Team that saw people from both sides of the aisle come together. Athletes such as Alex Bregman and Gleyber Torres, teams including the Arizona Diamondbacks and Chicago White Sox, and even political and media figures, like former Vice President of the United States Mike Pence and American journalist and CNN anchor Jake Tapper, shared the One Team message. We also created localized assets to spread the word about upcoming local blood drives and expand the One Team conversation.
In all, the One Team campaign earned 1.4 billion PR impressions and 99% positive sentiment, while our blood drives generated enough blood donations to save over 16,000 lives.
2021 Awards
Total Points: 3
Merit
Credits
Agency
DAVID / Miami
DAVID / Buenos Aires
Internal / In-House Agency
draftLine / New York
Media Distribution Company
Extreme Reach / Dentsu / New York
Art Director
Sera Takata
Tim Austin
Associate Creative Director
Deniz Yegen
Keslie Watts
Chief Creative Officer
Pancho Cassis
Copywriter
Jared Schermer
Julian Tachella
Dan Camano
Creative Director
Eric Flinn
Editor
Hugo Jordan
Executive Creative Director
Ignacio Flotta
Nicolás Vara
Trevor Gureckis
Jay Wadley
Executive Producer
Carlos Torres
Jennie Armon
LaRue Anderson
Susie Boyajan
Yvette Cobarrubias
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Producer
Ricardo Ceballos
Tomas Diego
Diana LaBrecque
Kacie Gomez
Kayla Phungglan
Nick Chomowicz
Stefanie Schalden
Strategist
Kim Van Der Wall
Strategy Director
Jennifer Goldsmith
Assistant Editor
Alexandra Jimenez
Associate Strategy Director
Matías Candia
CMO
Marcel Marcondes
Account Supervisor
Carolina Foster
Arrangement
Ben Marshall
Brand Manager
Mattie Shook
Business Affairs Manager
Elizabeth Torriente
Chief External Affairs Officer
Cesar Vargas
Colorist
Steven Rodriguez
Director Communications
Eddie Moye
Michael Goon
Director Corporate Social Responsibility
Molly Kunst
Director of Production
Marshall Kuresman
Director, Budweiser
Matt Davis
Footage Sourced & Licensed
Getty Images / Seattle
Jukin Media / Seattle
Shutterstock / Seattle
Global COO
Sylvia Panico
Group Account Director
Gabriella Fabbro
Stefane Rosa
Head of Production
Marie Mangahas
Matt Nelson
Managing Director
Ricardo Honegger
Emanuel Abeijón
Mixer
Ben Tomastik
Music Coordinator
Agatha Lee
Operations Coordinator
Larissa Cocchiaro
Planner
Anastasia Lara
Planning Director
Jon Carlaw
Senior Business Affairs Manager
Barbara Karalis
Senior Director Communications
Lacey Clifford
Senior Director Marketing
Marisa Siegel
VP Corporate Social Responsibility
Adam Warrington
VP, Budweiser Marketing
Monica Rustgi
VP, Communications
Jennifer Morris
VP, Partnerships
Nick Kelly
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