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
Online Films & Video / Long Form - Single
Annual ID
OS22_FI087M
About the Work
Ever since the dawn of Pringles, people have gotten their hands stuck in the cans while reaching for that last crisp. In fact, studies show that 43% of people have gotten their hands stuck in a Pringles can.
Many who experienced this phenomenon turned to social media to complain and tell their stories—leading the internet to be full of thousands of posts, comedy skits, and technological solutions on the subject. But instead of apologizing or making a change to their iconic cylindrical can, Pringles decided to turn this complaint into a compliment. Taking inspiration from the thousands of complaints across the internet, Pringles turned those collective experiences into a celebration of the phenomenon—all for the intended purpose of showing fans that there’s nothing wrong with getting stuck in. We did this through a film shot by Tom Kuntz, telling the story of a man who gets his hand stuck in a Pringles can—and lives his entire life with it, until his very last breath. We ran the social film on the very same social platforms that the complaints were originally posted on, “responding” to people in the same spaces where they interacted with us to begin with. The film was well-received by the public, earning praise from a wide range of publications such as Wall Street Journal, Complex, Variety, and many others—reaching 2 billion impressions.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Grey / New York
Client / Brand
Kellogg's / Pringles
Production Company
Townhouse / New York
MJZ
Director
Tom Kuntz
Executive Creative Director
Peter Alsante
Group Creative Director
Leo Barbosa
Cuanan Cronwright
Account Executive
Jay McGill
Project Manager
Jane Ertle
Associate Creative Director/Art Director
Robert Jencks
Gemma Slack
Associate Creative Director/Writer
Tan Erginay
Athanasia Efthimiu
Director, Cultural & Inclusive Marketing
Chelsea Jenkins
EVP/ Global Account Director
Brian Weston
General Manager, Salty Snacking
Lyndsay Rogers
Global Creative Chairman & President, Creative Business
John Patroulis
Integrated Producer
Lauren Wood
New York Chief Creative Officer
Justine Armour
Planner Director
Nicolas Pilaprat
Senior Brand Manager
Dani Soper
Senior Category Manager, Marketing Services
Wendy Lindgren
Senior Marketing Director
Gareth Maguire
SVP/ Account Director
Kim Reeder
VP, Director of Integrated Producer
Kimberly Kietz
VP/ Account Director
Lindsey Martinangelo
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