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
Creative Effectiveness / Consumer / Brand
Annual ID
OS22_CE017M
About the Work
People in America believe that the best clean comes from washing in hot water. However, 90% of the energy in the laundry process can be eliminated if people don’t heat the water, but only 8.6% of consumers knew that energy savings, which ultimately helps the environment and your monthly expenses, was a reason to switch to cold. And because Tide is formulated to wash great in cold water, consumers do not need to sacrifice clean. So Tide set out on a mission to convince everyone to make the switch to cold water under one big umbrella #TurnToCold. We brought together “cold” pop culture icons “Stone Cold” Steve Austin, one of America’s best known professional wrestlers, and Ice-T, an actor best known for Law & Order: SVU to convince celebrities like Vanilla Ice, Mr. T, Annie Murphy and Gordon Ramsay to turn to cold. Then to prove Tide’s superior performance in cold water, we called the NFL and convinced 15 teams— and all of their fans—to wash in cold. We hit multiple pop culture verticals, from music to entertainment to sports, and generated 1.3 billion new loads washed in cold.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi / New York
PR / Marketing Agency
MMK (Marina Maher Communications + Ketchum) / New York
Client / Brand
THE PROCTER & GAMBLE COMPANY / Cincinnati
Production Company
Biscuit Filmworks / Los Angeles
Music / Sound Production Company
Pickle Music / New York
Art Director
Preethi Balakrishnan
Eric Rutherford
Copywriter
Kelsey Boylan
Chief Creative Officer
Daniel Lobaton
Composer
Alex Estiz
Dario Calequi
Creative Director
Lauren Varvara
Adrian Chan
Hunter Simms
Thompson Harrell
Michael Limbert
Director
Aaron Stoller
Director of Photography
Damian Acevedo
Toby Irwin
Jo Willems
Editor
Jeff Ferruzzo
Executive Producer
Holly Vega
Sila Soyer
Account Executive
Sophie Huston
TJ Daigler
Account Supervisor
Anna James
Guillermo Betancourt
Assistant Editor
Max Hoffman
Chief Executive Officer
Andrea Diquez
Head of Production
Sean Moody
Project Manager
Jenna Schellhause
Senior Art Director
Eduardo Lundardi
Mo Philopos
Senior Copywriter
Eric Hahn
Rich Whelchel
Senior Creative Director
Derrick Ellis
SVP Group Account Director
Caitlin Reynolds
VP Group Account Director
Jen Brotman
Account Executive, Brand Management
Jessica Cooper
Lauren Lacroix
Account Supervisor, Earned Media
Nicole Tarko
Account Supervisor, Influencer Marketing
Clare Redway
Lauren Kaplan
Account Supervisor, Project Management
Alyssa Bowie
Assistant Account Executive
Claire Lancaster
Sosun Wahab
Associate
Daniel Dideriksen
Associate Account Director
Sadia Ashraf
Associate Director of Media
Justin Bracco
Patrick McGuinness
Matt O'Shea
Associate Strategist
Luna Perez
Audio Assist
Brian Battersby
Audio Coordinator
Cameron McGarry
Brand Director, Tide
Alex Perez
Brand Vice President, North America Laundry
Amy Krehbiel
Celebrity Talent Acquisition
Alex Hanono
Amanda Levine
Basia Wojcik
Brad Griffiths
Hallie Herrmann
Lori Golden
Valerie Holmes
Will Ober
The Marketing Arm / Platinum Rye Entertainment / New York
Chief Creative Officer, Woven
Paul Bichler
Chief Operation Officer
Sarah Beaumont
Color
Company 3 / New York
Communications Director
Rotha Penn Brauntz
Communications Manager
Henry Molski
Composer, VO
Lonnie Jordan
Creative Dir Commercial Audio/Mixer/Sound Designer
Steve Perski
Director Digital Experience
Alan Lin
Director, Advertising Production
Paul Chick
Edit/VFX/Graphics
Arcade / New York
Executive Director, Earned Media
Sara Baker
Flame Assistant
Mark Popham
Flame/VFX Artist
Bryan Rosenblum
Tristan Wake
Group Senior Vice President, Consumer Practice & Agency Marketing
Laura Brinker
Group Senior Vice President, Director, Talent & Partnerships
Marissa Festante
Group Senior Vice President, Strategy & Innovation
Diana Sfera
Head of Commercial Color
Tim Masick
Manager
Conner Viers
Managing Account Supervisor, Sports
James Talamo
Managing Director, Purpose
Jessica Mendelowitz
Media Director
Tracy Suer
Media Manager
Lauren Lasson
Mix
Harbor / New York
Music Creative Director
Alexis Estiz
Partner/Managing Director
Shawn Lacy
Planning Director
Nayantara Mukherji
Production Designer
Alexis Ross
Dan Butts
Project Leader
Tonya Hornsby
Senior Account Executive, Sports
Baylee Newman
Senior Account Manager
Dani Stoller
Senior Account Supervisor
Jennifer McGill
Senior Account Supervisor, Brand Management
Noomi Grootens
Senior Account Supervisor, Earned Media
Thomas LaBelle
Senior Audio Producer
Lauren Boyle
Senior Brand Director, Tide
Jennifer Maxwell
Senior Brand Manager
Bethany Kasper
Senior Brand Manager, Tide
Molly McGuire
Senior Business Affairs Manager
Lisa Rimmer
Senior Colorist
Damien Vandercruyssen
Senior Director
Jordan Futscher
Senior Manager
Rob Sipniewski
Senior Post Producer
Andrew Cravotta
Senior Producer, Short Form
Kevin Breheny
Senior Vice President, Brand Business
Samantha Halpern
Senior Vice President, North America Fabric Care
Aga Orlik
Shopper Agency
Saatchi & Saatchi X / Cincinnati
Social Content Editor
Steven Reglis
Sports & Entertainment
Mktg
Vice President BBIC
Kimberly Doebereiner
Vice President, Brand Management
Melissa Chua
Vice President, CPG
Chloe Kivestu
Vice President, Earned Media
Patricia Jones
Vice President, Project Management
Tina Khiatani
VP Creative Director
Casey Lissau
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