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


Agency FCB / Chicago + m ss ng p eces / New York + Picture North / Chicago + Lord + Thomas / Chicago

Client Cox Communications


Physical Product & Mobile Integration

Annual ID


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.

2022 Awards

Total Points: 3




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


Andrew Wernette

Director of Photography

Simeon Pratt

Executive Creative Director

Avital Pinchevsky

Account Supervisor

Megan Ogorzalek
Stefanie Ramirez


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


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 and Consumer Insights

Brian Stifel

VP, Executive Producer - Music

Stump Mahoney

VP, Management Director

Kevin Burke


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