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 - Creative Effectiveness

Invaluable Food

Agency Leo Burnett / Madrid + Attic Films / Madrid

Client Madrid Fusion


Creative Effectiveness / Consumer / Brand

Annual ID


About the Work

Madrid Fusion is the biggest gastronomy Summit in Europe. It brings together the best chefs in the world. Their creations are so unique that can be valued as art. Some people would think that we are exaggerating and would never understand these could be so valuable. To prove this and advertise the summit, we decided to do an experiment that had never been done before. We brought together five of the world's top chefs and ask them to create a unique tasting menu among them, just for one person and just once, something so impossible that would be really hard to put a price to. We could have used it to buy a car or a boat, but instead, we tried to use it to pay one of the most expensive and famous actors in the world: Robert De Niro. Why him? Because apart from being very expensive, he is a well known foodie, who could understand the real value of this experience. But we didn't have any contact with Robert De Niro, so we posted a video on our twitter account, publicly asking him to star in a Madrid Fusion ad, in exchange for this menu. If he didn't answer in 48 hours, we would open the proposal to other celebrities. Without making any media investment, the video went viral immediately. And just the fact that people thought he could accept, proved our point. We were also confident that he could accept, but we honestly thought he wouldn't and that we would end up trying to reach someone else. But magically, he did. We gave him extra time and 72 hours after releasing the video, we got an answer from Mr. De Niro. This went viral, again. Due to the covid restrictions, Mr De Niro only came to Madrid on March 1st 2022, where the 5 chefs got together and cooked a 16 course menu, combining their best creations. Of course, this went viral, once again, and promoted the summit as never before. Results: +4.500.000 Media Impressions. +180.000.000 People reached in 32 countries. +21.450.000€ in Earned Media. 0€ of media investment. And Robert De Niro promoting our summit.


The offer - Video posted on Twitter

De Niro's answer on twitter

2022 Awards

Total Points: 3




Leo Burnett / Madrid

Production Company

ATTIC Films / Madrid

Chief Creative Officer

Gaston Guetmonovitch


Cesar Conti

Executive Producer

Rafa Endeiza

Head of Art

Juan Frias

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