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
Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_099M
About the Work
America’s fascination and appropriation of Black culture is as old as the country itself. But in 2020, the massive disconnect between America’s love of the culture and the mistreatment of Black people became painfully apparent.
As a brand that has always championed icons of Black entertainment, Beats by Dre felt they had to stand in solidarity with their roster of talent and speak up. During a time of heavy scrutiny of athletes and musicians using their platforms to effect change, and while many brands chose to remain silent, Beats asked a loaded question: “You love Black culture, but do you love me?”
The two-minute film depicted superstar talent standing shoulder to shoulder with everyday individuals and aimed to speak from inside the Black community, outwards – so that Black youth could feel heard in the message and seen on-screen.
From the initial release of the film on Beats’ social channels, it amassed 5.6MM views on the first day and piled up 20MM by the end of the week. It also saw organic engagement from leading journalists, politicians, activists, celebrities, and hundreds of thousands of everyday people. To date, the work has been viewed over 500 million times across all platforms.
As a brand that has always championed icons of Black entertainment, Beats by Dre felt they had to stand in solidarity with their roster of talent and speak up. During a time of heavy scrutiny of athletes and musicians using their platforms to effect change, and while many brands chose to remain silent, Beats asked a loaded question: “You love Black culture, but do you love me?”
The two-minute film depicted superstar talent standing shoulder to shoulder with everyday individuals and aimed to speak from inside the Black community, outwards – so that Black youth could feel heard in the message and seen on-screen.
From the initial release of the film on Beats’ social channels, it amassed 5.6MM views on the first day and piled up 20MM by the end of the week. It also saw organic engagement from leading journalists, politicians, activists, celebrities, and hundreds of thousands of everyday people. To date, the work has been viewed over 500 million times across all platforms.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Translation LLC / Brooklyn
Client / Brand
Beats By Dr. Dre / Los Angeles
Production Company
PRETTYBIRD / Los Angeles
Chief Creative Officer
Sam Bergen
Chief Marketing Officer
Chauer Barnes
Chris Thorne
Creative Director
Cas Desroches
Director
Melina Matsoukas
Director of Photography
Malik Sayeed
Executive Creative Director
Jason Campbell
Executive Producer
Matthew Flaherty
Group Creative Director
Ritesh Gupta
Global Creative Director
Diallo Marvel
Senior Art Director
Rachel Leathers
Senior Copywriter
Steve Horn
Senior Producer
Dustin Grant
Tessa Banks
Account Director
Chloe Williams
Account Executive
Doris Lynk
Brand Director
Tom Kydd
Brand Manager
Ibukun Ibhraheem
Business Affairs Brand
Laney Gilani
Covid Officer
Tina Pavlides
Director of Project Management
Matt DeSimone
Executive Group Context Director
Joel Rodriguez
Founder / Chief Executive Officer
Steve Stoute
Group Account Director
Sam Howard
Group Director, Data Strategy
Juli Profumo
Head of Brand
Grace Wong
Head of Business Affairs
Marnie Nieves
Head of Client Services
Susanna Swartley
Head of Corporate Communications
Sarah Joyce
Head of Music Marketing
Ed Alexander
Head of Operations
Patrick O'Brien
Head of Production
Michael Rufuerzo
Rika Osenberg
Head of Project Management
Brigette Mason
Head of Sports Marketing
Kevin O'Connor
Junior Context Director
Paige Rollins
Line Producer
Melissa Larson Ekholm
William Green
Music Marketing Manager
Rodney King
President
Ann Wool
President / EP
Ali Brown
Principle Counsel
Susan Chasnov
Project Manager
Jessica Lin
Rikki Greenspan
Senior Context Director
Hugh Pringle
Jay Legaspi
Senior Data Strategy
Jineen Carcamo
Related Awards
