The One Show
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Category
Active Engagement / Call to Action
Annual ID
OS_SM21_074M
About the Work
As the novel coronavirus began spreading, the New York City Health Department declared “you are your safest sex partner.” But as the weeks dragged on, more and more singles grew tempted to text an ex or a former fling to break isolation for intimacy.
Sext Us Instead is a social campaign designed to make staying home sexy. If horny singles felt tempted to break quarantine for ? or text an ex for some ?, then they could DM us a ? on Twitter instead. We then hooked them up with self-love supplies, which was a helpful way to get people to try Trojan’s new lubricants and vibrators. It was our way of making sex safer, something we’ve been doing for over 100 years.
We got far more ? , ?, & ? than we had expected. In the first week alone we received 4,675 direct messages. We even received a handful of nudes which was not fun for our social media team, but fun for us to report in this submission. By week two, we nearly doubled the amount of sexts at 8,149 direct messages. We gave away thousands of self love products and successfully got 12,824 people to sext Trojan over their ex.
On Twitter, Trojan saw a 7% increase in direct interactions with consumers. Engagement rates on Instagram performed at +4% higher than Trojan’s engagement benchmark.
The campaign successfully earned pickup from Cosmopolitan.com, Askmen.com and LAtimes.com.
Sext Us Instead is a social campaign designed to make staying home sexy. If horny singles felt tempted to break quarantine for ? or text an ex for some ?, then they could DM us a ? on Twitter instead. We then hooked them up with self-love supplies, which was a helpful way to get people to try Trojan’s new lubricants and vibrators. It was our way of making sex safer, something we’ve been doing for over 100 years.
We got far more ? , ?, & ? than we had expected. In the first week alone we received 4,675 direct messages. We even received a handful of nudes which was not fun for our social media team, but fun for us to report in this submission. By week two, we nearly doubled the amount of sexts at 8,149 direct messages. We gave away thousands of self love products and successfully got 12,824 people to sext Trojan over their ex.
On Twitter, Trojan saw a 7% increase in direct interactions with consumers. Engagement rates on Instagram performed at +4% higher than Trojan’s engagement benchmark.
The campaign successfully earned pickup from Cosmopolitan.com, Askmen.com and LAtimes.com.
2021 Awards
Total Points: 3
Merit
Credits
Agency
72andSunny / New York
Animator
Nate Kim
Art Director
Anne Marie Wonder
Creative Director
Geno Burnmester
Peter Hughes
Executive Creative Director
Bryan Rowles
Executive Producer
Julia Lafferty
Group Creative Director
Nick Kaplan
Strategy Director
Sidney Henne
Writer
Emily Hovis
Senior Strategist
Justine Basil
Associate Brand Manager
Stephanie Gelband
Brand Manager
Charlotte Peter
Kate Szelingiewicz
Director of Production
Lora Schulson
Global Marketing Executive
Eileen Hsu
Group Brand Director
Scott Balalas
Junior Producer
Caitlin Culhane
Senior Associate Brand Manager
Elizabeth Slenker
Vice President of Marketing
Bruce Weiss
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