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.

2023 One Show - Brand-Side / In-House

The Greatest

Agency Apple / London + Apple / Cupertino

Client Apple


Campaigns for Good

Annual ID


About the Work

At Apple we believe accessibility is a human right. That’s why we build accessible design into all we do, from the very beginning, to create devices, software and retail experiences that can be enjoyed by everyone.

“The Greatest”, a film showcasing our ongoing commitment to accessibility, launched for International Day of Persons with Disabilities on December 3, 2022.

It aimed to raise awareness of accessibility innovations created to support people living with disabilities, and was crafted to evoke a new attitude in the representation of disability — a celebration of ability in everyday moments, often enabled by Apple technology. The film follows seven individuals as they go about their days, showcasing the Apple accessibility features they authentically use.

The cast were heavily involved in the creative process, sharing their personal experiences to ensure a truthful representation of their world. The script was then rewritten and re-crafted around them to faithfully express their reality. The soundtrack uses the iconic words of Muhammad Ali, which were remixed by our cast members Cola Boyy (a DJ/producer) and Matthew Whitaker (a jazz pianist) into an exclusive score, performed by our cast. On set, a diverse crew, including those with disabilities, ensured the community was also represented behind the camera.

The Greatest captivated consumer attention - gaining16 million YouTube views in just one week. Additionally, an Audio Described version of the film - which deepened the connections to the accessible community - saw a further 181,000 views.

The film received an overwhelmingly positive reception. Social commentary indicated increased understanding of Apple accessibility features within the disabled community and amongst the wider public too. Both the film and the unequivocal pronouncement that accessibility is a human right have gained great traction online and been heralded as progressive statements in support of disability rights.

2023 Awards

Total Points: 45


Internal / In-House Agency

Apple / London
Apple / Cupertino

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