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

Go For The Handful

Agency Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York

Client Goldfish


Creative Effectiveness / Consumer / Brand

Annual ID


About the Work

INSIGHT Unlike kids, adults tend to snack on Goldfish by the handful. Maybe this is because they are anatomically advantaged to do so, since they have bigger hands. CREATIVE IDEA: CAN YOUR HANDFUL OF GOLDFISH BEAT THE BIGGEST HANDS IN THE NBA? To get adults to celebrate the way they eat Goldfish, we made going for the handful a competitive sport. We asked them to show us how many Goldfish they could fit in their big, adult hands when they #GoForTheHandful. A CLEAR OBJECTIVE: BEAT BOBAN To ramp up competition, we brought in the biggest hands in the NBA, Boban Marjanović. Standing at 7’4”, he has a cult following, and even a Reddit thread dedicated to pictures of him holding things. When Boban grabbed 301 Goldfish in a single handful, we knew he’d really get the competition going. TIKTOK: THE PLATFORM FOR OUR TARGET TikTok was a perfect fit because its inherently playful nature attracts “young at heart” adults. It also has scale: over half of TikTok’s 110 Million monthly users are adults.

2022 Awards

Total Points: 3




Saatchi & Saatchi / New York

PR / Marketing Agency

MSL Group / New York

Media Distribution Company

Spark Foundry / New York

Chief Creative Officer

Daniel Lobaton

Chief Marketing Officer

Janda Lukin

Creative Director

Lucas Panizza

Executive Creative Director

Bob Winter

Executive Producer

Tim Legallo

Account Director

Michelle Scallate

Account Executive

Perri Rubenstein

Global Chief Creative Officer

Liz Taylor

ACD, Copywriter

Daniel Price

Associate Director of Consumer Connections

Sarah Levine

Associate Director of Content

Jennie Sinetar

Associate Director of Performance Media

Jordan Arenas

Business Manager

Beth Helminiak


Andrea Diquez
Sarah Kramer

Director External Comms & Social Media

Bethridge Toovell


Jennifer Byrnes

Group Account Director

Caitlin Reynolds

Manager Social Media & Content

Sarah Burke

Marketing Director

Shibani Potnis

President & Lead Partner

Kate Bower

Senior Account Executive

Savannah Lawandales

Sr. Art Director

Jacopo Biorcio


Grant Keller

VP Group Director of Brand Strategy

Nayantara Mukherji

VP Integrated Marketing

Karen Marks

VP of Content

Ebony Jones

VP of Corporate Reputation

Kappie Kopp

VP of Digital Strategy

Melissa Hochman

VP, Director of Strategy

Mike Ogurick

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