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.
Category
Influencer Marketing / Single Channel
Annual ID
OS22_SM035B
About the Work
INSIGHT
Unlike kids, adults tend to snack on Goldfish by the handful. Maybe this is because they are anatomically advantaged to do so, since they have bigger hands.
CREATIVE IDEA: CAN YOUR HANDFUL OF GOLDFISH BEAT THE BIGGEST HANDS IN THE NBA?
To get adults to celebrate the way they eat Goldfish, we made going for the handful a competitive sport. We asked them to show us how many Goldfish they could fit in their big, adult hands when they #GoForTheHandful.
A CLEAR OBJECTIVE: BEAT BOBAN
To ramp up competition, we brought in the biggest hands in the NBA, Boban Marjanović. Standing at 7’4”, he has a cult following, and even a Reddit thread dedicated to pictures of him holding things.
When Boban grabbed 301 Goldfish in a single handful, we knew he’d really get the competition going.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Saatchi & Saatchi / New York
PR / Marketing Agency
MSL Group / New York
Media Distribution Company
Spark Foundry / New York
Chief Creative Officer
Daniel Lobaton
Chief Marketing Officer
Janda Lukin
Creative Director
Lucas Panizza
Executive Creative Director
Bob Winter
Executive Producer
Tim Legallo
Account Director
Michelle Scallate
Account Executive
Perri Rubenstein
Global Chief Creative Officer
Liz Taylor
ACD, Copywriter
Daniel Price
Associate Director of Consumer Connections
Sarah Levine
Associate Director of Content
Jennie Sinetar
Associate Director of Performance Media
Jordan Arenas
Business Manager
Beth Helminiak
CEO
Andrea Diquez
Sarah Kramer
Director External Comms & Social Media
Bethridge Toovell
EVP, GCD
Jennifer Byrnes
Group Account Director
Caitlin Reynolds
Manager Social Media & Content
Sarah Burke
Marketing Director
Shibani Potnis
President & Lead Partner
Kate Bower
Senior Account Executive
Savannah Lawandales
Sr. Art Director
Jacopo Biorcio
VP
Grant Keller
VP Group Director of Brand Strategy
Nayantara Mukherji
VP Integrated Marketing
Karen Marks
VP of Content
Ebony Jones
VP of Corporate Reputation
Kappie Kopp
VP of Digital Strategy
Melissa Hochman
VP, Director of Strategy
Mike Ogurick
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