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 - IP & Products

OREO Thins Protection Program

Agency the community / Miami + OREO / New York

Client OREO

Category

Physical Product / Promotional

Annual ID

OS22_IP015M

About the Work

OREO THINS were up against awareness and perception issues. We needed to establish OREO Thins as a cultural icon in its own right. Because they’re thinner and lighter, they’re the perfect OREO for adults. So after we saw that lots of parents were complaining about their kids stealing their OREO Thins on Twitter, we created the THINS Protection Program. We partnered with four brands to create limited-edition camo-packs disguised as stuff kids would never go near. While it might seem backwards, to raise awareness for THINS, we gave half of the visual and branding on the pack to brands that have nothing to do with cookies. The side of each pack looked like something completely different than a regular old pack of cookies—a Better Home & Gardens cookbook for your kitchen, a pack of Green Giant frozen vegetables for your freezer, a Ford Owners Manual for your car, and a box of Hanes T-Shirts for your drawer. Each pack was created to be hidden in a different room or space, so parents had a choice according to their personal cookie-eating needs. We partnered with celebrity parents Kevin and Danielle Jonas and three other influencers to launch the campaign and invite our fans to get the packs. We then sent a mailer kit with the packs to parent influencers and media outlets from a very wide spectrum, from food sites to car publications. The social campaign ran on Twitter, Instagram, Facebook and TikTok, and we asked parents to share their own hiding places using our hashtag #thinsprotectionprogram to win one of the 3000 exclusive packs and an extra sweet $25K sweepstakes grand prize. We also created gifs and in-situation images to show how they worked to perfectly protect your cookies. And on Twitter, we bantered with 43 different brands that shared their own hiding places. And brands like Axe and Xbox even created ads just for us. The THINS Protection Program was the most successful campaign in the history of the THINS brand, with 271 total stories, 59M+ impressions, exceeding our KPI goal by 111%, 800K+ social engagement and increasing THINS mentions by 1,019%.

2022 Awards

Total Points: 3

Merit

Credits

Agency

the community / Miami

PR / Marketing Agency

Webber Shandwick

Client / Brand

OREO / New York

Media Agency

VaynerMedia

Art Director

Pauline Rode

Executive Creative Director

Kash Sree

Executive Producer

Chris Parke

Group Creative Director

Lucas Bongioanni

Producer

Brian Searles

Associate Creative Director

Mike Palma

Brand Manager

Sydney Kranzmann

Colorist

Marina Frigerio

Senior Art Director

Remy Law

Senior Copywriter

Lyndsey Stormer

Strategy Director

Katya Kotlyar

Account Manager

Rachel Startz

Analyst, Buying

Kyle Wenning

Assistant Videographer, Laurel Creative

Tyrus Frost

Associate Account Director

Odalis Lopez

Associate Connections Director

Maryam Davani Hosseini

Associate Design Director

Juan Aguilar

Associate Director, Media Buying

Shivanii Manglani

Associate Strategist

Justin McMillin

Associate Strategy Director

Pablo Gonzalez

Associate, Media Planning

Ashley Park

Brand Associate

Gabriela Rodriguez

Brand Supervisor

Veronica Salgueiro

Business Affairs Director

Alex Lebosq
Jana Nauman

CEO / Video Director, Laurel Creative

Lauren Listor

Chief Creative Officer, NY

Frank Cartagena

Creative Services Director

Maru Sokolowski

Digital Tech

Nick Patton

Director of Communications, PR & Social

Kara Stockton

Director, Media Planning

Gillian Curtis

Director, Strategy

Lisa Bernstein

Editor & Conform

Sandra Romani

EVP, Group Account Director

Laura Davis

EVP, Head of Integrated Production

Laurie Malaga

Executive Producer, Creative

Jason Georgen

Executive Producer, Post

Andrew Bell

Executive Producer, Production

John Nguyen

Executive Producer/Partner, Sunday Afternoon

Audrie Poole

Founder & Chief Creative Officer

Jose Molla

Founder & Chief Creative Officer

Joaquin Molla

Group Strategy Director

Anthony Mariello

Head of Art & Design

Marc Schwarzberg

Head of Film, North America

Debora den Iseger

Integrated Producer

Gustavo Gomez

Lead Videographer, Laurel Creative

Kyle Learn

Manager, Media Buying

Abby Nodvin

Manager, Media Planning

Yesha Shah

Manager, Social Marketing & Strategy

Jenna D'Ambrosio

Manager, Studio Operations

Thomas Bolger

Marketing Director, Equity

Marion Delgutte-Saenen

Media Analyst

Tanya Khorti

Photographer, Sunday Afternoon

Josh Dickinson

Post Producer

Federico Casaburi

President, US

Marci Miller

Prop Stylist

Rachel Stickley

Regional Content Producer

Christina Woolston

Senior Brand Lead

Tiffany Kimicata

Senior Business Affairs Manager

Gabbie de Lara
Priscila Hourihan
Tina Thorland

Senior Director of Business Affairs

Natalie Greenman

Senior Producer

Duane Burgess

Senior Strategist, Social Marketing & Strat

Cathy Tobon

Senior Vice President, Media

Tzeitel Haviland

Social Agency

360i / New York

Sound Post / Design

Nicolas Failla

Styling Agent

Layla Carroll

Vice President, Marketing

Justin Parnell

Vice President, Media

Anthony Scarola
Ashley Judson

Vice President, Strategy

Stephanie Halphen

VP, Account Management

Josh Safran

VP, Executive Creative Director

Ramiro Raposo

VP, Social Marketing & Strategy

Kristin Maverick

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