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

The Heinicke Deal

Agency 3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light

Client AB InBev / Bud Light


Social Post / Real-time Response

Annual ID


About the Work

During the 2021 season Taylor Heinicke became an American football sensation. Everyone on social media was talking about his meteoric rise and his unique name—a wide-open opportunity for one beer brand to secure an endorsement deal. But after getting radio silence from ‘that other beer brand,’ Bud Light—the official beer sponsor of the NFL and a brand to never shy away from some fun—was quick to hijack the moment. Bud Light responded to Heinicke’s plea with a ‘Ready and waiting’ tweet within 30 minutes of media sharing the press conference clip, resulting in over 4,000 likes and 500 retweets in a matter of minutes. Then, just 48 hours later, Bud Light officially signed Heinicke to its NFL Roster, introducing “BudLighticke” to the world. The brand and Heinicke then put out a series of content across their social media platforms to drive and amplify conversation around the new partnership. The official announcement came via Heinicke’s personal Instagram account featuring a personalized #Budlighticke pack of product and copy that read: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…” This content was shared across brand platforms, letting fans know that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born. Washington fans and media alike immediately celebrated their QB’s new nickname and Bud Light’s fast action, earning 1.1 million digital impressions with 99% positive sentiment, driving fan love and loyalty toward the brand—with one fan even sporting a homemade #BudLighticke jersey during the season! Overall, Bud Light’s quick action further cemented itself as the brand that’s there whenever and wherever there are fans, sports, and good times to be had.

2022 Awards

Total Points: 9



3PM/Weber Shandwick / New York

Internal / In-House Agency

draftLine / New York

Client / Brand

AB InBev / Bud Light

Chief Creative Officer

Ciro Sarmiento

Creative Director

Keslie Watts


Abby Todd

Group Creative Director

Chuck Pagano

Associate Creative Director

Dan Camano
Sergio Monroy

Project Manager

Masha Krougliak

Senior Art Director

Kristen Price

Senior Copywriter

Ameth Barrera
Ben Kraft


Katie Mulcahy

Associate Brand Manager, Sports Marketing

Emily Velez

Associate, Integrated Media

Jake Spitz

Digital Director, Bud Light

Matt Sparling

Director, Marketing Communications

Michael Goon

Director, Sports Marketing

Joe Barnes

Executive Vice President, Agency Lead

Brian Williams

Junior Associate

Paige Krikorian

Senior Comms Director

Lacey Clifford

Senior Digital Director, Bud Light

Corey Brown

Senior Director, Bud Light

Marcela Garcia

Senior Strategist

Daniel Foci

Senior Vice President

Jessica Brigandi

US Chief Marketing Officer

Benoit Garbe

Vice President

Jen Zink

VP Marketing, Bud Light

Andy Goeler

VP, Integrated Media

Sherman Fabes

Related Awards





Follow Us