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
Social Channel / Single Platform
Annual ID
OS22_SM041M
About the Work
In July 2021, Black Content Creators went on a strike, refusing to choreograph new dances and calling out what they see as a new form of cultural appropriation on TikTok. The movement raised awareness for one of Tik Tok's first injustices: The Renegade Challenge. The platform's most viral hit –#renegadechallenge 120MM Views - transformed the careers of some white influencers, but the real creator didn't receive credit or recognition at the time: Jalaiah Harmon. When she was credited, the trend was almost over. Champion, a brand that advocates for true champions and the creator of Reverse Weave hoodie, wanted to reverse the inequity among creators on Tiktok and a franchise in decline. To do so, the brand teamed with Jalaiah and created a new version of the Renegade as a sign of protest: the Reverse Renegade. Jalaiah launched the same dance, but with the moves in reverse, making it a whole new challenge for TikTok fans. More than reversing the choreography, Champion wanted to reverse views and credits to Jalaiah's profile. And they did. A single post was enough to transform Jalaiah into a big hit and sparked a conversation about how black creators have been overshadowed online. Fans, tik tokers, even influencers embraced the cause and spread the Reverse Renegade across the internet. It became Jalaiah's most viewed video - even more than the original Renegade – and most importantly: all the credit went straight to her this time. Champion put Jalaiah in the spotlight, and Jalaiah made Reverse Weave iconic again.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Chicago
Client / Brand
Hanes / Champion
Production Company
Verytaste / Chicago
Copywriter
Tony Marzano
Chief Creative Officer
Josh Gross
Pedro Perez
Executive Creative Director
Ioana Filip
Jonathan Fussell
Robin Laurens
Account Director
Billy Jones
Juan Roman
Content Producer
Matt Scheffer
Line Producer
Tayler Bujnowski
Senior Art Director
Gabriel Barrea
Senior Copywriter
Zé Baldin
Senior Producer
Maddie Gorman
Strategy Director
Chase Donahue
1st Assistant Camera
Doris Pan
1st Assistant Director
Gianna Capra
Chief Innovation Officer
Alan Parker
Content Creator
Michael Hanks
Digital Imaging Technician
Eric Almond
Director / Director of Photography
Kevin Oh
Director / Producer
Johnny Castle
Director of Creative Services
Erin Welsh
Director of Production Services
Frank Tavolino
Director of Unified Production Solutions
Matt Scoville
Executive Director of Music
Daniel Kuypers
Gaffer
Ted Holmwood
Group Business Manager
Katie Rogulich
Group Director, Integration Strategy
Leah Gritton
Head of Design
Hung Vinh
Head of Integrated Production
John Pratt
Junior Content Creator
Austin Navickis
Key Grip
Matt Hatleberg
Senior Account Executive
Tilbe Cakar
Senior Project Manager
Katie Baiers
Swing
Raf Young
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