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
Mobile-First Video / Over 15 Seconds
Annual ID
OS22_SM061M
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.
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
Merit
Credits
Agency
72andSunny / Los Angeles
Music / Sound Production Company
Howling Music
Lime Studios
Post Production Company
Hecho Studios
Art Director
Devin Baker
Writer
Nate Virnig
Chief Marketing Officer
Tim Ellis
Composer
Ryan Claus
Creative Director
Devin Baker
Nate Virnig
Editor
Josh Copeland
Executive Creative Director
Zach Hilder
Executive Producer
Jeff Stevenson
Nicole Haase
Shannon Magairty
Strategist
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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