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 - Cultural Driver

See My Skin

Agency Edelman / New York

Client Vaseline


Multicultural Impact

Annual ID


About the Work

In America, race, socioeconomic status, and health have always been intrinsically linked. Black and Hispanic people experience social, economic, and political exclusion that result in poorer health. Right now, people of color make up just under half of the entire U.S. population and are projected to be the majority in the year 2045. Yet they are still struggling to reconcile their growing numbers and influence with outdated systems that were never designed with them in mind. The disproportionate effects of the pandemic on people of color further exposed these grave disparities. Racial inequities were only amplified through the social justice movements. This was a moment of reckoning – and they demanded that the brands they love take part. Vaseline®, a brand that’s been championing true equity for Black and Brown skin since 2016, knew this was our time to expand our efforts by addressing the biases that technology perpetuates and meaningfully contribute to closing the gap in dermatological care. In joining forces with VisualDx and HUED, Vaseline® developed an unparalleled search experience for people of color. Cataloguing the world’s most diverse medical image library was a true expert collaboration between a robust network of dermatologists, medical librarians, software engineers and imaging specialists. Now, See My Skin lives online as the only database designed to search conditions on skin of color and connect users directly to dermatologists for treatment. And the proof is in the appointments. We saw an increase of 1,430% in people seeking dermatological care, proving that helping people feel seen was the best way to help them get seen. Most of all, we challenged the biased algorithm of one of the most widely used sources of information of our time: Google.

2023 Awards

Total Points: 45



Edelman / New York

Post Production Company

Big Sync LTD / Stamford
Carousel / KYLE NYC / Long Beach
Girl Culture Films / Marina Del Rey
Sonic Union / New York

Media Distribution Company

Mindshare / New York
UStudio / Englewood Cliffs


Morgan Peterson

Executive Creative Director

Matt Zavala
Megan Skelly

Associate Creative Director

Cassandra Shuber
Daniela Marino
Schuyler Higgins
Shareina Chandler
Sonja Johnson

Associate Producer

Samantha Waite

Global Chief Creative Officer

Judy John

Senior Designer

Justin Hong

AE Brand Purpose

Tiffany Hammond

AE, Corporate Reputation

Kristen Carter

AS, Multicultural

Francheska Taveras

AS, Purpose

Shannon Trudge

AS, Tech Strategist

Mira Kim

Associate Director, Performance Intelligence

Matt Ballek

Brand Director, US Skincare

Kevin Tolson

Brand Manager, Vaseline

Cecily Pirozzoli

Director, PR & Digital Engagement

Casey DePalma

EVP, Group Executive Producer

Ari Pomerantz

EVP, Group Head of Development & Tech

Chris Broomall

EVP, Integrated Brand

Keren Kazam

Global Chief Experience Officer

Taj Reid

Global Creative Director, Unilever

Andrew Simon

Head of U.S. Digital

Pam Scheideler

Manager, PR & Digital Engagement

Brianna Wright

Managing Director, Head of New York Earned Media

Lisa Kovitz

Managing Director, Purpose

Jaclyn Murphy

Media Executive, Health

Clauda Brito

Production Business Manager

Ben Reignier

Research Director, DXI

John Morris

SAE, Integrated Brand

Mariam Somorin

SAE, Quality Assurance Specialist

Mia Gross

SAE, Technical Producer

Maggie Chaquette

SAS, Integrated Brand

Elizabeth Consul
Korinne Leonardis
Penelope Ramirez

Senior Account Supervisor, Digital

Liza Padellaro

Senior Manager, U.S. Marketing

Melody Skipper


Byron Clear
Gina LoPinto
Jared Sichel

Senior Project Manager

Adam Zogas
Sarah Brooks

Senior UX/UI Designer

Diane Park

Sr. Associate, Performance Intelligence

Christian Mcilwain


HUED, Inc. / Mahopac
VisualDx / Rochester

SVP, Corporate Affairs & Advisory Services

Ryan Zimmerman

SVP, Digital

James Hill

SVP, DxI Brand Portfolio

Cassi Husain


Lauren Gray

SVP, Experience Strategy

Helena Öhman

SVP, Integrated Brand

Sharelyn Devonish

SVP, U.S. External Affairs

Kelsey Rohwer

U.S. Brand Chair

Smita Reddy

U.S. Chief Creative Officer

Jordan Atlas

U.S. Chief Strategy Officer

Melle Hock

VP, Corporate Reputation

Tiffany Telemaque

VP, Design Director

Camille Marlow

VP, Digital

Livia Dayan

VP, Director of Connections Planning

Michael Byrnes

VP, Executive Producer

Denise Sante

VP, Integrated Brand

Ashlie White

VP, Multicultural

Samya France

VP, Multicultural Strategist

Kate Endeley

VP, Program Director

Ted Ou-Yang

VP, Purpose

Abisola Adekoya

VP, Tech Strategist

Mike Civetti

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