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.
Learn more about The One Show 2026
Category
Stunts & Activations
Annual ID
OS_SM21_001G
About the Work
In the midst of an intensifying pandemic, nationwide protests and the craziest presidential election of our lives, the world’s most playful cookie decided to give the world some much-needed relief.
So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances.
Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity.
We began teasing the idea on social and then went dark – something OREO has never done. We then revealed the OREO Doomsday Vault project on Twitter and YouTube with a long form film that documented the design and construction process, shared the vault location, and invited fans to visit in case of impact.
Our followers and dozens of brands immediately wanted in, going as far as searching for clues about the door code within the mockumentary – a search we happily indulged by dropping clues and, eventually, making a real-time response video that revealed it.
And they were asking to help, so we held security guard interviews on our DMs.
Norway went as far as turning it into an official tourist destination in a tweet.
We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold.
We turned a single fan tweet into:
415+ earned media placements (during Election Week)
100+ million impressions (more than a Super Bowl spot)
20+ major brands asking to join our vault
75% more engagement than a standard OREO post
286% ROI
#1 share of voice on social of all brands in October
And at a time when the world seemed more divided than ever, we gave people one thing to agree on –
So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances.
Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity.
We began teasing the idea on social and then went dark – something OREO has never done. We then revealed the OREO Doomsday Vault project on Twitter and YouTube with a long form film that documented the design and construction process, shared the vault location, and invited fans to visit in case of impact.
Our followers and dozens of brands immediately wanted in, going as far as searching for clues about the door code within the mockumentary – a search we happily indulged by dropping clues and, eventually, making a real-time response video that revealed it.
And they were asking to help, so we held security guard interviews on our DMs.
Norway went as far as turning it into an official tourist destination in a tweet.
We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold.
We turned a single fan tweet into:
415+ earned media placements (during Election Week)
100+ million impressions (more than a Super Bowl spot)
20+ major brands asking to join our vault
75% more engagement than a standard OREO post
286% ROI
#1 share of voice on social of all brands in October
And at a time when the world seemed more divided than ever, we gave people one thing to agree on –
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
the community / Miami
Digital Agency
360i / New York
VaynerMedia / New York
PR / Marketing Agency
Weber Shandwick / New York
Client / Brand
Oreo
Production Company
World War Seven / San Francisco
Music / Sound Production Company
duotone audio group / New York
Heard City / New York
Post Production Company
Mackcut / New York
The makers lab / Miami
Art Director
Leigh Stolarz
Associate Creative Director
Aaron Willard
Aaron zimroth
Federico Diaz
Juarez Rodrigues
Chief Creative Officer
Frank Cartagena
Menno Kluin
Composer
Jordan Lieb
Design Director
Brian Gartside
Editor
Nick Divers
Executive Creative Director
Ian Reichenthal
Executive Producer
Chris Parke
Gina Pagano
Josh Ferrazzano
Ross Hopman
Producer
Amber Pena
Adrienne Darnell
Gio Lobato
Writer
Nick Divers
Assistant Editor
Kenneth Munoz
Copywriter, Social Creative Lab
Daniel Freeda
Sage Lucero
Founder & Chief Creative Officer
Joaquin Molla
Jose Molla
Group Director, Social Creative Lab
Peter Wood
Senior Designer
Sophia Del Plato
Senior Producer
Adrienne Darnell
Megan Rumph
Senior Social Strategist
Eden Lipke
Social Strategist
Sage Stargrove
VP of Social & Influencer Marketing
Kristin Maverick
VP, Executive Creative Director
Ramiro Raposo
Animator / Finishing Artist
Jesse Perez
Associate Account Director
Lindsay Kennedy
Brand Coordinator
Gabriela Rodriguez
Brand Manager
Olympia Portale
Business Affairs Manager
Tina Thorland
Colorist
Fergus McCall
Creative Services Director
Maru Sokolowski
Finishing Artist
David Cabestany
Group Account Director
Joshua Safran
Head of Integrated Production
Carissa Ranelycke
Head of Production
Megan Pfaffenroth
Line Producer
Michael Mitchell
Marketing Director, Equity
Marion Saenen
Partner / Director
David Shafei
Production Specialist
Beth McMorrow
Re-Recording Mixer
Jeremy Siegel
Senior Audio Engineer
Jeannine Guenther
Senior Brand Director
Tiffany Kimicata
Senior Director
Justin Parnell
Senior Director of Business Affairs
Natalie Greenman
Senior Post Production Manager
Sharon Campos
VFX Artist
Rudel Reyes
VP, Integrated Production
Laurie Malaga
VP, Managing Director
Marci Miller
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