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 - Interactive, Online & Mobile


Agency DDB / Chicago

Client Miller


Augmented, Virtual & Mixed Reality (AR, VR, MR)

Annual ID


About the Work

The biggest beer brand on Earth, AB-InBev blocked us from advertising in the Super Bowl. And then spent over $50 million on Super Bowl ads for their products. We said “cool, hold our beer” and went on to become the most talked about beer brand during the Super Bowl, with a budget just 3% of what they spent on a single $7 million ad. How did we do it? By going to the one place their lawyers couldn’t stop us: The Metaverse. While there, we did a couple things no brand had ever done before. First, we custom-built the The Meta Lite Bar, the Metaverse’s first branded bar where you could turn virtual beer into real Miller Lite for your Super Bowl party. Then we aired the first ever Super Bowl ad from the Metaverse inside our bar. The spot poked fun at just about everything: overused Super Bowl tropes, the absurdity of the Metaverse, and even ourselves for going to this strange digital land in what was a clear attempt to get press. The response was astounding. Our virtual bar became the most attended branded event in Metaverse history with over 154 days of total time spent inside our ad - average visitor spending 20 minutes. At peak our traffic even crashed Decentraland’s servers. Although the activation took place in the Metaverse, the results delivered IRL — becoming the most purchased light beer during the week of the Super Bowl, gaining our highest brand share in the past five years, and gathering 1.5 Billion earned media impressions.

2022 Awards

Total Points: 3




DDB / Chicago

Music / Sound Production Company

JSM Music / New York

Chief Creative Officer

Ari Weiss

Executive Creative Director

Ben Wolan

Executive Producer

Adine Becker


Brian Vecchione

3D Artist

Dan Levigne

Account Director

Julie Crimmings

Account Supervisor

Cassie Sloma

Associate Creative Director

Oskars Trinitis
Alex Fox
Chris Serrano

Head of Production

Matt Blitz

Audio Engineer

David Axelbaum

Chief Strategy Officer

milo chao

Group Account Director

Kiska Howell

Head of Studio Production

Brian Winterton

Manager of Production Operations

Jillian English

Project Coordinator

Tabor Theriot

Talent Manager

Chris Quinn

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