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
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Integrated PR Campaign
Annual ID
OS_PR21_086M
About the Work
When the IOC postponed the 2020 Olympics due to the pandemic, they didn’t just extinguish the torch, they also eliminated Milk’s biggest and only global sponsorship.
So, the assignment before us was truly monumental: How do you reach and engage an Olympic-sized audience without the Olympic games?
We partnered with five-time Olympic gold medalist, Katie Ledecky, having her kick things off on Instagram with a launch moment you had to see to believe. Released during the would-be 2020 Olympics, we challenged Katie to swim across an Olympic-sized pool while balancing a glass of chocolate milk on her head without spilling.
We then had Katie post her amazing swim to TikTok with our challenge to the world: “Pour a glass of milk and do something amazing – without spilling.” And so began the #GotMilkChallenge.
To maintain momentum, we called upon skateboard legend, Tony Hawk, having him put his own twist on the #GotMilkChallenge… literally. To support both headline-driving activations and The Challenge, we simultaneously created and launched six unique TV and digital ads. Each spot was made entirely from user-generated content and featured a custom song that connected the product to targeted interests and reacquainted viewers with the iconic question: got milk?
More headlines than any Olympic sponsor earned during the 2016 games in Rio.
- Over 4.3 Billion views, which is more than the total viewers of the 2016 Olympics Games (3.6 Billion), prompting TikTok to advertise our campaign as a best-in-class example of the platform.
- The Challenge inspired more than 885,000 participants.
- More than 1.1K media stories and 654M+ earned impressions.
- Katie and Tony’s feats collectively received 11.2M+ views on social, trended on Twitter, earned a SportsCenter Top 10 spot, and claimed the #1 and #2 spots on Reddit’s front page.
So, the assignment before us was truly monumental: How do you reach and engage an Olympic-sized audience without the Olympic games?
We partnered with five-time Olympic gold medalist, Katie Ledecky, having her kick things off on Instagram with a launch moment you had to see to believe. Released during the would-be 2020 Olympics, we challenged Katie to swim across an Olympic-sized pool while balancing a glass of chocolate milk on her head without spilling.
We then had Katie post her amazing swim to TikTok with our challenge to the world: “Pour a glass of milk and do something amazing – without spilling.” And so began the #GotMilkChallenge.
To maintain momentum, we called upon skateboard legend, Tony Hawk, having him put his own twist on the #GotMilkChallenge… literally. To support both headline-driving activations and The Challenge, we simultaneously created and launched six unique TV and digital ads. Each spot was made entirely from user-generated content and featured a custom song that connected the product to targeted interests and reacquainted viewers with the iconic question: got milk?
More headlines than any Olympic sponsor earned during the 2016 games in Rio.
- Over 4.3 Billion views, which is more than the total viewers of the 2016 Olympics Games (3.6 Billion), prompting TikTok to advertise our campaign as a best-in-class example of the platform.
- The Challenge inspired more than 885,000 participants.
- More than 1.1K media stories and 654M+ earned impressions.
- Katie and Tony’s feats collectively received 11.2M+ views on social, trended on Twitter, earned a SportsCenter Top 10 spot, and claimed the #1 and #2 spots on Reddit’s front page.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Weber Shandwick / Chicago
Music / Sound Production Company
Shindig Music & Sound Design / Playa del Ray
Post Production Company
That Lot / London
Art Director
Abby Rogers
Associate Creative Director
Erica Ashe
Chief Creative Officer
Jim Paul
Copywriter
Anna Jacobs
Creative Director
Kate Sullivan
Jeff Barry
Executive Creative Director
Jeff Immel
Executive Producer
Dan Rucci
Senior Art Director
Tim Rocklage
Senior Copywriter
Nick Drew
Related Awards
