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.
Hugs
Agency FCB / Chicago + m ss ng p eces / New York + Picture North / Chicago + Lord + Thomas / Chicago
Category
Physical Product & Mobile Integration
Annual ID
OS22_IN065M
About the Work
While the telecommunications category often emphasizes technology over people, Cox takes a more human approach, using technology to bring people closer. But with the past two years of lockdown restrictions, there was one challenge that seemed impossible: a simple hug.
Sure, people could connect remotely, but no video call can replace hugging a loved one. Even studies show the importance of hugs for our mood, health and wellness.
But when we can’t be together, how can we embrace the people we love?
To unite loved ones across the globe, Cox launched The Hug Project, an initiative that brings virtual hugs to those who can’t be together in person.
Partnering with wearable tech brand CuteCircuit, Cox developed the Hug Vest, the first-of-its-kind haptic suit that allows people to hug from anywhere in the world. Embedded with haptic micro-actuators, the WiFi-enabled vest perfectly recreates the sensation of an embrace, so when one vest wearer hugs themselves, the pressure from their hug is instantly felt by their loved one. Specifically designed to be inclusive, the Hug Vest fits people of all sizes, those with disabilities, and the immunocompromised—from its easy-access drawstrings to its germ-resistant fabric.
Hug Vests were sent around the world to families of the immunocompromised, immigrants who haven’t seen their siblings in years, military members, and more, so they could recreate the hugs they’ve missed for so long.
Cox shared these real, genuine stories at the center of its campaign, and the response was extraordinary. Videos were viewed millions of times and Cox’s customer base grew to its largest yet—reinforcing its perception as a human-first company that fosters real connections.
With every virtual hug, The Hug Project brings Cox’s purpose to life. Even now, it continues to grow, bringing more people closer, one embrace at a time.
Sure, people could connect remotely, but no video call can replace hugging a loved one. Even studies show the importance of hugs for our mood, health and wellness.
But when we can’t be together, how can we embrace the people we love?
To unite loved ones across the globe, Cox launched The Hug Project, an initiative that brings virtual hugs to those who can’t be together in person.
Partnering with wearable tech brand CuteCircuit, Cox developed the Hug Vest, the first-of-its-kind haptic suit that allows people to hug from anywhere in the world. Embedded with haptic micro-actuators, the WiFi-enabled vest perfectly recreates the sensation of an embrace, so when one vest wearer hugs themselves, the pressure from their hug is instantly felt by their loved one. Specifically designed to be inclusive, the Hug Vest fits people of all sizes, those with disabilities, and the immunocompromised—from its easy-access drawstrings to its germ-resistant fabric.
Hug Vests were sent around the world to families of the immunocompromised, immigrants who haven’t seen their siblings in years, military members, and more, so they could recreate the hugs they’ve missed for so long.
Cox shared these real, genuine stories at the center of its campaign, and the response was extraordinary. Videos were viewed millions of times and Cox’s customer base grew to its largest yet—reinforcing its perception as a human-first company that fosters real connections.
With every virtual hug, The Hug Project brings Cox’s purpose to life. Even now, it continues to grow, bringing more people closer, one embrace at a time.
2022 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Chicago
Production Company
m ss ng p eces / New York
Picture North / Chicago
Music / Sound Production Company
JSM Music / New York
Post Production Company
Lord + Thomas / Chicago
Copywriter
Andrew Wernette
Animator
Anj Puglise
Michelle Tlmpone
Chief Creative Officer
Danilo Boer
Andrés Ordóñez
Fred Levron
Creative Director
Brian Steckel
Josejuan Toledo
Justin Enderstein
Sofía González
Director
Lance Oppenheim
Martin Rodahl
Director of Photography
Simeon Pratt
Executive Creative Director
Avital Pinchevsky
Executive Producer
Edward Saltzman
John Bleeden
Neha Schultz
Ximena Aguirre
Producer
Alex Bartczak
John Gomez
Sound Designer
Alec Chojnacki
Marco Morales
Account Supervisor
Megan Ogorzalek
Stefanie Ramirez
Colorist
Caleb Hill
Mike Mastusak
Strategy Director
Emily Hauptle
Assistant Account Executive
Jessica Narvaez
Director, Brand Strategy & New Media
Rachel Negretti
EVP, Global Account Director
Cary Pierce
EVP, Head of Production N.A.
Kerry Hill
Finisher
Justin Orr
Managing Partner
Ari Kuschnir
Brian Latt
Kate Oppenheim
Marketing Manager, Brand Strategy
Tawney Reyes-Ruden
Senior Manager, Brand Strategy
Allison Chait
SVP, Brand
Gaston Vaneri
SVP, Studio Director
Roman Mendez
VFX Artist
Derek Viramontes
Kathleen Chee
Tom Mackey
VP, Brand Strategy & Consumer Insights
Brian Stifel
VP, Executive Producer - Music
Stump Mahoney
VP, Management Director
Kevin Burke
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