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 - Film

You Have To See It

Agency Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles

Client TikTok

Category

Television & VOD / Long Form - Single

Annual ID

OS22_FI030B

About the Work

TikTok. In just a few short years, it’s become a household name with a huge user base full of diehard fans. Diehard fans that will stop at nothing to tell everyone about their favorite TikToks. Oftentimes they’ll describe a TikTok that’s so amazing, it makes people curious enough to download the app. And surprise! It works. Turns out word-of-mouth is one hell of a recruitment tool. So for our 2021 campaign, we decided to attract new users to the platform the same way our fans do: by describing TikToks instead of showing them. The “You Have to See It” campaign recreates the magic that happens when you hear about an insane TikTok from a TikTok fan. In the “Apartment Girl” we follow several everyday characters who try their best to describe one of the app’s most viral TikToks to their friends. Spoiler alert: This one’s about a girl who finds an apartment behind her medicine cabinet. Sounds interesting right? Well, you’ll just have to see it.

2022 Awards

Total Points: 9

Credits

Agency

Saatchi & Saatchi / New York
Le Truc / New York

Production Company

Biscuit Filmworks / Los Angeles

Music / Sound Production Company

Harbor Picture Company / New York
Pickle Music / New York

Post Production Company

Arcade Edit / New York

Media Distribution Company

Zenith / Los Angeles

Chief Creative Officer

Daniel Lobaton

Creative Director

Evan Schultz
Jon Bellinger

Designer

Agatha Sohn

Director

Aaron Stoller

Executive Producer

Andrew Travelstead
Holly Vega

Account Director

Ciara Siegel
Rob Ichelson

Account Executive

Perri Rubenstein

Associate Producer

Natalie Zeller

Head of Production

Sean Moody

Project Manager

Brianna Leone

Strategy Director

Jared Grant

Account Manager

Anna James

Associate Creative Director / Art Director

Daniela Gilsanz

Associate Creative Director / Copywriter

Ivan Whitted

Associate Director, Media

Anne-Marie Hunter

Business Affairs

Aoife O'Donnell
Lisa Rimmer

CMO

Nick Tran

COO

Vanessa Pappas

Director, Digital Investment

Gianna Passarelli

Director, Strategy

Sean Marshall

EVP, Strategy

Jackie Ling

Founding Partner, Le Truc

Neil Heymann

Global Client Lead

Brent Poer

Head of Global Brand & Creative

Katie Puris

Head of US Creative Studio

Francis Mekhail

Integrated Marketing Manager

Guido Marranci

OOH Supervisor

Sydney Komoto

Partner, Managing Director

Shawn Lacy

President, Le Truc, CSO, Publicis Groupe

Carla Serrano

Senior Creative Producer

Lee Sacks

Sports Marketing & Partnerships

Tzvi Twersky

Supervisor, Content Strategy

Kendall Wall

SVP, Digital Investment

Coleman Engellenner

SVP, National Video Investment

Loni Rosenstein

US Head of Marketing

Cheryl Gresham

US lead Brand Strategist

Madeleine Schafer

VP, Content Strategy

Shea Coleman-Bellatty

VP, Strategy

Kim Shores

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