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


Agency Saatchi & Saatchi / New York

Client Procter & Gamble / Tide


Single Country or Region / Consumer / Brand

Annual ID


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




Saatchi & Saatchi / New York

PR / Marketing Agency

MMK (Marina Maher Communications + Ketchum) / New York

Client / Brand


Production Company

Biscuit Filmworks / Los Angeles

Music / Sound Production Company

Pickle Music / New York


Kelsey Boylan

Chief Creative Officer

Daniel Lobaton


Aaron Stoller

Director of Photography

Damian Acevedo
Toby Irwin
Jo Willems


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

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


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


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


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


Conner Viers

Managing Account Supervisor, Sports

James Talamo

Managing Director, Purpose

Jessica Mendelowitz

Media Director

Tracy Suer

Media Manager

Lauren Lasson


Harbor / New York

Music Creative Director

Alexis Estiz

Partner/Managing Director

Shawn Lacy

Planning Director

Nayantara Mukherji

Production Designer

Alexis Ross

Shopper Agency

Saatchi & Saatchi X / Cincinnati

Sports & Entertainment


Related Awards





Follow Us