The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Interactive, Online & Mobile

Cheetle iD

Agency Goodby Silverstein & Partners / San Francisco

Client Cheetos


Utility / Ecommerce

Annual ID


About the Work

In July 2021, Cheetos, adidas and global megastar Bad Bunny were about to drop an exclusive fashion line - The Cheetos® x Bad Bunny Collection by adidas. But in a time when bots and resellers are always ready to snatch every single item available on the internet in a matter of seconds, Cheetos wanted to make sure that the new collection fell into the hands of its true fans. Turns out the answer we were looking for was right at the fans’ fingertips. Literally. Everybody who has eaten Cheetos knows how they leave that delicious orange dust—which Cheetos officially named Cheetle®—on the fingers. So we created our own real-Cheetos-fan detector by developing a technology that recognized Cheetle on people’s fingers. To get access to the new collection, all fans needed to do was show their Cheetle-covered hands to the camera of any device—something shopping bots simply can’t do. With 3.93 billion PR impressions, the innovation helped thousands of Cheetos fans - and only Cheetos fans - get their Cheetle-covered hands on our fashion collection. Based on the initial success, Cheetos will be rolling out CheetleiD for future fashion collaborations, new product drops and even exclusive access to live events.

2022 Awards

Total Points: 21



Goodby Silverstein & Partners / San Francisco

Production Company


Media Distribution Company


Art Director

Fabio Leite Santoro


Pedro Furtado

Chief Marketing Officer

Rachel Ferdinando


Ran Craycraft

Account Director

Clark Gieseke

Brand Manager

Lauren Creed

Account Manager

Daney Ramirez

Assistant Account Manager

Tysjah Pitchford

Associate Creative Director - Art

Ricardo Matos

Associate Creative Director - Copy

Otto Pajunk

Associate Director, Digital Activation

Kate McPhee

Associate Director, Planning

Amanda Willison

Brand Director

Melody Macaluso

Brand Strategy Director

Gabriella Dishotsky

Client Lead

Susanna Earnest

Comm Strategy Director

Caitlin Neelon

Group Account Director

Chris Nilsen

Group Brand Strategy Director

Ralph Paone

Manager, Digital Activation

Brian Beckwith

Senior Comm Strategist

Drew Forrest

Software Engineer

Daniel Reinoso
Jermaine Rattray
Matt Kenefick
Wessel Koorn

SR Brand Director

Jessica Spaulding

SR Vice President Core Brands

Stacy Taffet

Sr. Director, Digital Activation

Ashley Silver

Sr. Director, Planning

Katelyn Muchowski

Tech Lead

Kevin Ng

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