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 - Social Media

Save it See it

Agency GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles

Client AB InBev / Michelob ULTRA

Category

Social Channel / Single Platform

Annual ID

OS22_SM012S

About the Work

To bring equal joy to sports we needed to get more eyes on women’s sports. So we turned to social media and uncovered a little known fact: the algorithm prioritizes your saves to suggest new related content in your Instagram feed. That little save icon is an extremely powerful visibility tool and it happens to look just like our Michelob Ultra logo. By leveraging brand recognition and hijacking existing technology and algorithms we could bring much-needed visibility to women athletes. Because if you save women’s sports content, you’ll see more women’s sports content. That’s how Save it, See it was born. To launch, we partnered with women athletes for a wide ranging campaign that included a TV spot and of course, a targeted social media campaign. Our film featured an all-star team of real athletes, including WNBA MVP allstar Nneka Ogwumike, Cece Telfer, the first ever transgender NCAA Champion, and ESPN Analyst Andraya Carter. On Women’s Equality Day, these athletes and many others used their Instagram platforms to launch the Save It See It movement, encouraging everyone to hit save on women’s sports content. The movement resonated with our audience and many of the world’s top athletes who joined our cause, including Serena Williams, Anthony Davis, and Alex Morgan. In fact, the film became our most saved Ultra post ever, and led to a 12,000% increase on our average number of saves, 223 million earned impressions, and 5.2 million views. It also started a conversation around the importance of visibility for women’s sports, garnering coverage in outlets like Forbes, CNN and People, and ultimately got a whole lot more women’s sports content in the feeds of everyone who decided to Save It See It.

2022 Awards

Total Points: 21

Credits

Agency

GUT / Miami

PR / Marketing Agency

3pm

Production Company

Loveboat / Los Angelos

Music / Sound Production Company

Canja Audio Culture / Curitiba
Animal Music

Post Production Company

Cosmo Street Editorial

Editorial Company

Cosmo Street Editorial / Miami

Art Director

Willow Ennen

Copywriter

Andrew Gonzalez

Producer

Solana Froment

Account Director

Akoma M’ba

Account Executive

Laila Houser

Associate Creative Director

Alexander Allen
Andy Tamayo
Cara Johnson
Lauren Cooper

Chief Operating Officer

Paulo Fogaça

Creative Chairman

Anselmo Ramos

Head of Production

Renata Neumann

Project Manager

Vanessa Rodriguez

Senior Producer

Denisse Ramirez

Strategy Director

Bruno Steffen

Chief Client Officer

Carmen Rodriguez

Chief Strategy Officer

Fernando Ribeiro

Content Director

Samantha Lemoine

Creative Manager

Cristina Cornejo Ayala
Junia Parodi

Director of Digital Marketing

Miles Ritenour

Director of Sports Marketing

Kerry Scalora

Editor & Motion Designer

Nicolás Fernandez

Head of Art

Guido Fusetti

Junior Art Director

Tarahgee Morris

Junior Copywriter

Jasmine WIlliams

Management Supervisor

Manuela Castro

PR Lead

Jessica Thorpe

Senior Marketing Director

Christopher Jones
Talita Andrade

Social Strategy Director

William Ramos

Vice President of Marketing

Ricardo Marques

Related Awards

 

 

 

 

Follow Us