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

Football is for Everyone

Agency 72andSunny / Los Angeles + Hecho Studios + Howling Music + LIME Studios

Client National Football League


Mobile-First Video / Over 15 Seconds

Annual ID


About the Work

The NFL is more than a source of entertainment, it’s a platform for influencing and creating change within culture. So when defensive end Carl Nassib became the first active NFL player to come out as openly gay, the league wanted to not only show support, but to redefine the game by planting a flag for what they believe: football is for everyone.

Within 4 days of Carl’s announcement, we created a bold film with a declarative message of inclusivity that football is for everyone. For too long, football was perceived as being played by one type of person. But the truth is the game of football is as diverse as those who love it. We utilized that insight to drive our work, but realized we couldn’t do it alone.

To show our support for the LGBTQ+ community, we partnered with The Trevor Project, a non-profit that helps protect at-risk LGBTQ+ youth, to develop our message. The goal in doing this was to elevate their efforts, highlight resources that could save lives and encourage the NFL fan base to donate.

The campaign launched on the morning of Pride Day, June 28th. First we leveraged the NFL’s social media channels to get our message out to our built-in, engaged audience. Then, later that night, we premiered the film on broadcast during the NBA Western Conference Finals Game 5. To gain additional reach, we deployed the message in broadcast and digital placements frequented by Americans.

Without paid support, the film was covered by +340 media outlets, received +1.8 million views on social and earned $1.5 million in advertising value. And most importantly, it created impact: contributing to a 38% overall increase in donations to The Trevor Project compared to last year.

2022 Awards

Total Points: 3




72andSunny / Los Angeles

Music / Sound Production Company

Howling Music
Lime Studios

Post Production Company

Hecho Studios

Art Director

Devin Baker


Nate Virnig

Chief Marketing Officer

Tim Ellis


Ryan Claus

Creative Director

Devin Baker
Nate Virnig


Josh Copeland

Executive Creative Director

Zach Hilder


Samantha Springer

Brand Director

Katie Martin

Comms Director

Kristin Barker

EP / Head of Post

Ryan Anderson

Executive Strategy Director

Kelly Schoeffel

Group Brand Director

Shane Chastang

Partner/Creative Co-Chair

Glenn Cole

Partnerships & Legal Senior Manager

Casey Brown

Senior Producer

Jackie Omanoff

SVP of Social & Influence Marketing

Ian Trombetta

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