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.
Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS23_CE016M
About the Work
For over 30 years Lunchables has let kids build their lunch, their way. But in 2022 we inspired them to build not just lunch but anything in the world.
We designed over 25 different food builds, showing kids they could make anything—from dinosaurs to bulldozers to SpongeBob SquarePants—using just our product.
But we didn’t stop there. We rebuilt our entire e-commerce site and, for the first time in the brand’s history, sold Lunchables not by flavor, but by the build. You could order a cat. Or a bulldozer. And get the packs and blueprints needed to build them yourself.
Then to inspire kids to build the world around them, we brought our Lunchabuilds to the world. Media and creative worked hand in hand to create a contextual 360-degree campaign, showing up where we knew that kids would see them.
We took over public transit with giant bus wraps to make buses look like they were made out of Lunchables. Then we partnered with the Lincoln Park Zoo in Chicago and put an 18-foot-high “Lunchabear” next to the real bears. At the MLB at Field of Dreams baseball game, kids could run around a huge Lunchables baseball diamond. And at Marvel’s Ant-Man red-carpet premiere, fans could ride a massive Lunchables ant.
Every ad was contextual—bike racks featured “Lunchabikes,” sidewalk ads featured “Lunchascooters” and we even turned “Philosoraptor” memes on Reddit into Lunchables dinosaurs.
But this wasn’t just advertising. Every ad could be scanned to order that build instantly from our site, giving you the packs and blueprints needed to build it yourself. This made for a seamless brand experience: See a Lunchables bear. Order that bear. Eat that bear.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Goodby Silverstein & Partners
PR / Marketing Agency
Zeno Group
Production Company
Invisible Ink
Art Director
Edward King
Katie Gelfand
Copywriter
Stephen Pacheco
TShea King
Animator
Chris Gardner
Chief Creative Officer
Margaret Johnson
Creative Director
Daniel Righi
Kurt Mills
Designer
Johann Vernizzi
Executive Producer
Mia Kellogg
Tena Goy
Photographer
Quinn Gravier
Producer
Mary Pestell
Peter Scott
Account Director
Callen Gustafson
Account Executive
Kamara Turner
Account Supervisor
Bethany Stokoski
Associate Director
Maddie Franke
Business Affairs Manager
Yelena Kompaneyets
Design Director
Tana Cieciora
Retoucher
Sam Nordemann
Account Manager
Carmen Guan
Animation Director
Mike Kellogg
Assistant Account Executive
Taylor Newman
Assistant Account Manager
Adrianne Medina
Associate Director, Brand Communications
Samantha Mills
Brand Manager, Brand Communications
Erin Fitzgerald
CEO
Harlan Silverstein
Co-chairman
Jeff Goodby
Communication Strategy Director
Drew Forrest
Deputy Director of Brand Strategy
Kelly Evans-Pfeifer
Director of Business Affairs
Judy Ybarra
Director of Graphic Services
Jim King
Director of production
Jim Haight
Food stylist
Randy Mon
Global & US CEO
Michael Epstein
Group Account Director
Becca Morris
Head of Integrated Communications
Missy Maher
Manager, U.S. PR & Media Relation
Kate Kitchell
Managing Partner
Brian McPherson
Media agency
Starcom
Model Maker
Kerry Coutu
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Photographer Assistant
Emilio Diaz
Prepress House
Dmax
Production Assistant
Sam Raney
Senior Account Executive
Jess Tamburo
Senior Associate
Diana DeLeon
SENIOR PRODUCER
Alex Healy
Alisa Latvala
Senior Vice President
Jamie Dammrich
Small Builds for Events
Prop N Spoon
Sr. Designer
Pedro Zuccolini
Todd King
Supervisor
Jennie Hubbard
SVP Director
Britta Peterson
VP of North America Marketing & Head of The Kitchen
Jessica Vultaggio
VP of North America, Brand Communications
Nina Patel
VP, Director
Alyssa Kelly
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