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 - Integrated

Summer Stimmy

Agency 3PM/Weber Shandwick / New York + AB InBev / Bud Light + Ghost Robot / New York

Client AB InBev / Bud Light


Craft / Writing

Annual ID


About the Work

Spring 2021. As COVID cases declined and the country looked to reopen, the government introduced a new stimulus bill to provide relief to the American people. However, while this bill covered many necessary resources, something obvious was missing: the FUN. So Bud Light—a brand that exists to add fun to any situation—decided to write its own stimulus bill. Bud Light’s ‘Summer Stimmy’ was a formal but hilarious written proposal designed to bring fans the best summer ever. Written in a way that captured both the spirit of the brand and the spirit of the moment. 110 pages of faux legislative proposals on everything from conga lines and hammock safety to mandals and dogs in sunglasses. Our writers immersed themselves in real bills, legislation, and hours of C-SPAN to playfully mimic the jargon and bureaucratic language used by politicians. The copy not only needed to read like bureaucratese…it needed to look like it too. So we purchased the typeface lawmakers use and had our designers mimic the unsightly rags, widows, and orphans of actual legislative documents. Once printed, the proposal was announced and read in a bar by comedian Sam Richardson from HBO’s VEEP, and, after receiving 50,000+ fan endorsements, was approved by NFL superstar and our Secretary of Summer, Rob Gronkowski. The campaign featured a variety of integrated media tactics: NFL Draft in-broadcast integration; full-page ads; OOH featuring enormous oversized checks; high-impact units on YouTube, Reddit, and; large-scale social media and influencer programs; and even an integration with Jimmy Kimmel. Before we knew it, conversation had shifted from the government stimulus package to the Bud Light Summer Stimmy. It garnered 875 million earned impressions via 300+ placements, brought in 70,000 new Bud Light loyalty members, and generated 440,000 social mentions, trending on Twitter 7 times!

2022 Awards

Total Points: 3




3PM/Weber Shandwick / New York

Client / Brand

AB InBev / Bud Light

Production Company

Ghost Robot / New York

Chief Creative Officer

Ciro Sarmiento


Joey Garfield

Director of Photography

Bryant Jensen


Jeff Grippe

Group Creative Director

Chuck Pagano

Associate Creative Director

Jonathan Candalaria


Steve Rodriguez

Account Manager

Emily Rodriguez

Assistant Director

Andrew Corrales


Jake Spitz
Katie Mulcahy

Associate Brand Manager, Sports Marketing

Emily Velez

Digital Brand Manager, Bud Light

Lindsay Cozen

Director, Marketing Communications

Michael Goon

Director, Sports Marketing

Joe Barnes

EVP, Executive Producer

Jennifer Zarrillo

Executive Producer / Partner

Mark DePace
Zach Mortensen

Executive Vice President, Agency Lead

Brian Williams

Flame Artist

Evan Guidera


Marie Mangahas

Junior Associate

Paige Krikorian

Media Lead, Bud Light

Lindsay Marzocca

Mix Assistant

Michael Baran


Zac Fisher


Susie Boyajan

Senior Account Manager

Danielle Coppola

Senior Director, Bud Light Brand

Joe Lennon

Senior Director, Bud Light Seltzer

Conor Mason

Senior Vice President

Jessica Brigandi
Nicholas Goodwin
Nicholas Sabloff

Still Photographer

Dolly Ave
Natt McFee

US Chief Marketing Officer

Marcel Pereira Marcondes

VP Marketing, Bud Light

Andy Goeler

VP, Integrated Media

Kate Valauri

VP, Senior Producer

Sean LaGamma

Related Awards





Follow Us