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.

2022 One Show - Branded Entertainment

9/12: The untold story of reconnecting New York

Agency Verizon Creative Marketing / New York + Unit 9 / Los Angeles + PixelPusher / New York + Boombox / New York

Client Verizon


Experiential / Virtual Events

Annual ID


About the Work

To commemorate the 20th anniversary of 9/11, Verizon created “9/12: The Untold Story of Reconnecting New York.” This one-day, real-time, immersive MMS experience used AR, VR, audio, and interactive media to tell the stories of the Verizon employees who were there—drawing from their first-hand experiences at the badly damaged corporate headquarters that connected all of Lower Manhattan and Wall Street—and the restoration efforts that became crucial for the comeback of the city, as well as the nation. An invitation went out for users to join the event on 9/12 and throughout the day, participants were sent new texts every hour, at the times of day the events actually happened twenty years ago, putting them in the shoes of the employees who were there. Over 300,000 MMS messages were sent out on the launch day alone. On a day when most of the world could only watch, Verizon employees were there to help rebuild Manhattan. 9/12 pays tribute to the incredible resilience, courage, and willpower of the 14,000 Verizon employees who showed up and made a profound impact on our nation’s recovery in the aftermath of 9/11.

2022 Awards

Total Points: 9


Internal / In-House Agency

Verizon Creative Marketing / New York

Production Company

Unit 9 / Los Angeles

Music / Sound Production Company

Boombox / New York

Creative Director

Caroline Lueng
Roger Dario

Executive Creative Director

Marc Sobier

Associate Creative Director

Jen Le Lu
Jessy Cole

Business Affairs Manager

Deb Horvath

Senior Creative Director

Martin Martinez Virginillo
Melissa Avery
Tofer Moran

Senior Producer

Jason Legge
Joanna Lee
Jose Diaz

Strategy Director

Annie Bedard

Technical Director

Andrew Harris
Scott Ashmore


Cyrill Durigon
Luis Chiques
Rowan Simpson
Shaun Larkin

Assistant Producer

Melissa Urbay

Associate Account Director

Oscar Martinez

Audio Director

Dani Valkova

Creative Director (Conception)

Emil Asmussen
Hannah Neil
Mark Vatsel

Director (Films)


Director of Production

Mindy Lubert

Director of Strategy

Sangeet Pillai

Director, Executive Producer

Lizzie Haberman

Managing Director, Integrated Production

Rob Beck

Senior Project Manager

Miriam Fontaine

SVP Chief Creative Officer

Andrew McKechnie

VP, Creative Marketing & Ops

Mike Wente

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