The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Multicultural Impact
Annual ID
OS23_CD029M
About the Work
A once-in-a-lifetime talent, Serena Williams would soon be evolving away from the game that she had forever changed. As one of Gatorade’s longest-standing athlete partners, the brand wanted to celebrate Serena and pay homage to her impact on and off the court in an iconic way fitting of the G.O.A.T.
What made Serena’s legacy different is that it began with the power of love. In tennis, “love” means zero - nothing, but for Serena, love was everything. Her self-belief has been an inspiration to everyone, but especially young women of color. “Love Means Everything” was a tribute to the worldwide movement Serena sparked — and a recognition that you can do anything if you have self-love.
Serena had an impact all throughout culture in sports and beyond, so we wanted the voice that delivered the message to have equal cultural gravitas. Beyoncé Knowles-Carter was perfect. Narrating for a queen could only be done by another queen — and one that was a dear friend.
The film premiered during MTV’s Video Music Awards, helping Gatorade to break through the news cycle by being one of the first brands to pay tribute to Serena ahead of her final major, the U.S. Open, which began the following day. We created such a buzz that, within the first five days of launching, the campaign received 684 earned media placements and 20B earned media impressions. Outlets such as the TODAY Show (twice), Good Morning America, PEOPLE, Variety, Billboard and E! covered the film, helping to stretch the brand's reach and relevance into verticals outside of sports.
Prominent influencers from the worlds of sports, entertainment and equity & inclusion shared the film, authentically bringing our message deeper into these communities.
One of the things we're most proud of is seeing that Serena appreciated and shared the film on her own social channels.
Twice.
Our tribute to Serena’s legacy placed Gatorade in the center of cultural conversations and, most of all, ignited a powerful reminder to truly believe in and love who you are.
2023 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Chiat\Day / Los Angeles
OMD / Chicago
PR / Marketing Agency
FleishmanHillard / Chicago
Production Company
BELIEVE / London
Chief Creative Officer
Renato Fernandez
Chief Design Officer
Bruno Regalo
Executive Creative Director
Caleb Jensen
Group Creative Director
Mark Peters
Associate Producer
Linnea Goodman
Content Producer
Celestina Lucero
Associate Digital Design Director
Thiago Matsunaga
Associate Director of Business Affairs
Jennifer Anaya
Associate Director of Connections Planning
Kevin Bautista
Brand Executive
Kayla Martinez
Brand Supervisor
Audrey Sigel
Craft Production Manager
Alessandra Horn
Director of Business Affairs
Robin Rossi
Director of production
Guia Iacomin
Director of Traffic Operations
Dessiah Davis
Executive Producer, Art
Dena Moore
Executive Strategy Director
Scott MacMaster
Global Strategy Director
Martin Ramos
Integrated Strategy Director
David Heiser
Jr. Art Director
Piper Alkonis
Jr. copywriter
Evelyn Harper
Junior Business Affairs Manager
Annabel Turrado
Junior Strategist
Trés Jones
Managing director
Jerico Cabaysa
Senior Brand Director
Robyn Morris
Senior Brand Strategist
Sheida Karami
Senior Project Manager
Alice Pavlisko
Senior Traffic Operations Manager
Judy Brill
Sr. Art Director
Chris Rodriguez
Claire Zimmerman
Ronney Chong
Sr. Copywriter
Guy Helm
Malu Lara
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