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
Craft / Writing
Annual ID
OS22_SM036B
About the Work
After the success of Ted Lasso’s first season on AppleTV+ we were tasked with making the show a part of culture, specifically through Ted’s unique brand of charming positivity. So we took to Twitter to spread some kindness on one of the meanest places on the internet. On June 1st, Say Something Nice Day, Ted sent out a single tweet offering kind words to anyone who asked. Thousands and thousands and thousands of people immediately jumped at the chance to get ‘toasted’ by Ted and a team of writers crafted personal responses in real-time, chock full of Lasso wit and charm. Then, big brands decided to jump in on the fun, asking Ted for a toast. The #toastme campaign trended number 2 on Twitter for the entire day. Without a single ad dollar spent, we earned 300 million impressions with Ted’s unique brand of kindness.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Internal / In-House Agency
Apple TV+ / Los Angeles
Media Distribution Company
OMD / Los Angeles
Art Director
Estelle Carrington
Copywriter
Peter Heath
Creative Director
Colin Snow
Rhodney Viray
Executive Creative Director
Jd Jurentkfuff
Strategist
Joe Simek
Account Director
Meghan Ciffone
Account Supervisor
Cameron Brown
Group Account Director
James McCullagh
Group Strategy Director
Richard Oldfield
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