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

Tweet Tape

Agency Dunn&Co. / Tampa

Client Tampa Bay Lightning


User-Generated Content

Annual ID


About the Work

The pandemic created a world where everyone was to keep their distance. So how do you make fans part of the game when they couldn't be part of the game? The Tampa Bay Lightning needed an innovative idea to keep its fans engaged and connected to the team, but that idea had to be inexpensive to produce and have the ability to generate earned media because of the strain on the marketing budget. Our solution? We printed custom tape featuring messages of fan support which the hockey players affixed to their gear. The Tampa Bay Lightning Twitter account asked fans to tweet out their words of encouragement that would then be printed onto custom hockey tape. With one simple tweet and an outpouring of support from their fans (who are referred to as the Thunder), the Lightning hockey players were able to cary the Thunder into battle with them.

2022 Awards

Total Points: 3




Dunn&Co. / Tampa

Chief Creative Officer

Troy Dunn

Creative Director

Matthew Zaifert

Account Executive

Jessica Hall

Associate Creative Director

Stephanie Morrison

Senior Copywriter

Max Dempster

Director of Cinematography

Dylan Melcher

EVP, Strategy

Kamden Kuhn

Senior Editor

Christa Savio

Related Awards





Follow Us