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.
You Have To See It
Agency Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles
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
Bronze Pencil
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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