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.
Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS016M
About the Work
Black History is not one month. It’s written as we speak. Every photo, protest, poem and post shared propelled the movements that define Black History today. Meta is not the author of these stories, we are merely the platforms on which they are written. The campaign “Written By” was created to honor and celebrate the multiplicity of the Black community as they use our apps, from WhatsApp messages to Instagram captions, to write their history every day.
We partnered with Academy award-winning cinematographer and director, Bradford Young, to heroe the people who are building rich and diverse legacies that transcend time. “Black History is timeless. Each day we are living the stories we have been waiting for,” shared Young, as the guiding voice and vision behind the film series. He he interviewed and captured people, from doulas to entrepreneurs, who have harnessed their purpose and passion to ignite movements that will redefine the future. Then partnered with artists in the community to create moving posters, inspired by propaganda art, to hero these history writers.
Throughout this campaign, it was important that Meta was never the author of these narratives, so the script for the final anthem film was sourced entirely from people in the Black community. From posted captions to shared photos, the crowdsourced film was released across social on March 1, the day after Black History Month ended, to show our commitment to the Black community—not just in the month of February, but every day.
Continuing our commitment, “Written By” evolved throughout the year, including a special feature by Tina Knowles to honor Juneteenth. The films kicked off by heroing Tina’s legacy which began in Galveston, Texas, where Juneteenth originated. The series shared how the Black community was honoring Juneteenth traditions and continuing to write their history every day.
We partnered with Academy award-winning cinematographer and director, Bradford Young, to heroe the people who are building rich and diverse legacies that transcend time. “Black History is timeless. Each day we are living the stories we have been waiting for,” shared Young, as the guiding voice and vision behind the film series. He he interviewed and captured people, from doulas to entrepreneurs, who have harnessed their purpose and passion to ignite movements that will redefine the future. Then partnered with artists in the community to create moving posters, inspired by propaganda art, to hero these history writers.
Throughout this campaign, it was important that Meta was never the author of these narratives, so the script for the final anthem film was sourced entirely from people in the Black community. From posted captions to shared photos, the crowdsourced film was released across social on March 1, the day after Black History Month ended, to show our commitment to the Black community—not just in the month of February, but every day.
Continuing our commitment, “Written By” evolved throughout the year, including a special feature by Tina Knowles to honor Juneteenth. The films kicked off by heroing Tina’s legacy which began in Galveston, Texas, where Juneteenth originated. The series shared how the Black community was honoring Juneteenth traditions and continuing to write their history every day.
2022 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
Creative X Meta
Production Company
Serial Pictures
Post Production Company
Exile
Art Director
Bryan Evans
Michaela McCrink
Sabla Stays
dayday
Copywriter
Raegan Allsbrook
Composer
Black Violin
Creative Director
Mariano Cassisi
Devin Baker
John Shirley
Director
Bradford Young
Director of Photography
Shawn Peters
Executive Producer
Mustafa Imam
Violeta Etienne
Hillary Thomas
Sound Designer
Dan Flosdorf
Line Producer
Nanette Nelms
Senior Account Director
Naomi Jefferson
Business Affairs, Creative X
Nicholas Sempertegui
Color
Alex Bickel
Community Manager
Shayla Cole
Consumer Communications Lead
Bjorn Trowery
Decision Science Manager
Edmund Deng
Decision Scientist
Aimee Huang
Director of Brand Strategy
Andrew Stirk
Director of Business Affairs, Creative X
Cristie Zellmer
Director of Social Marketing
Ruth Barton
Facebook Platform Buying Manager
Amber Duran
Apoorva Seetharam
Grace Wong
Head of Creative, Meta
Tom Markham
Head of Cultural Moments, Consumer Communications
Vivian Ewalefo
Head of Production, Creative X
Joyce Chen
Head of Program Management, Creative X
Adrienne Walpole
Marketing Research
Shannon Blyth
Marketing Researcher
Lia Breunig
Motion Designer, Creative X
Sabrina Curry
Post Supervisor
Eileen Miraglia
Program Management Director, Creative X
Jenn Cook
Program Manager, Creative X
Kieren Sullivan
Senior Cutting Assistant
Regina Spurlock
Senior Digital Marketing Manager
Alissa Jagarnath
Social & Content Marketing Lead
Hussain Ismail
Social Marketing Manager
Bridget Bland Bogee
Brittany Holt
Social Marketing Strategist
Sam Felix
Strategist/Copywriter
Maceo Paisley
VP, Chief Marketing Officer
Alex Schultz
VP, Corporate Brand Marketing
Kate Rouch
VP, Creative X
Amanda Goodspeed
Related Awards
