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
Creative Effectiveness / Consumer / Brand
Annual ID
OS23_CE017M
About the Work
For this campaign, we heroed Ocean Spray’s most iconic and forgotten product: jellied cranberry sauce. Only half of millennials were familiar with it, and our job was to make it relevant for a new generation. So, we knew the campaign had to be inherently social. But how?
We probed the product itself. Literally. And we learned that the jelly’s most pronounced quality is the way it moves. By letting its freak flag fly, we weaponized the jelly’s ability to wiggle. Since millennials and Gen Z love social content, we turned the jelly’s wiggling prowess into a dance that anyone could do, and of course, document on their social channels. We launched with a piece of film—a :30 during the World Series, and a regular rotation of 15s.
Immediately, a whole new audience awakened to the power of the cranberry and they ran with it. We created jelly duets on Tik Tok so that the old and young, babies, pets, influencers, families, could jiggle like cranberry log.
A cryptic poster campaign brought the news of WIGGLE JIGGLE to the streets. We put the song on Spotify and made a lyric video with singalong supers.
Next, we released the longest pre-roll of all time–if you didn’t hit skip in the first few seconds, you’d be treated to TEN HOURS of jiggling jellies in front of the fire, beckoning you to join in.
Our ecosystem of integrated campaign elements was bolstered through organic social presence across the Ocean Spray platforms. The campaign had over 2 Billion impressions and dominated much of the conversation around the holidays. And thanks to our work, cranberry jelly became a must-have guest at the holiday table once again.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Orchard / Brooklyn
Art Director
Dohyun Lee
Chief Creative Officer
David Kolbusz
Creative Director
Heather Larimer
Executive Creative Director
Jimm Lasser
Chief Executive Officer
Barney Robinson
Senior Copywriter
Christine Taffe
account director
Hayley Howell
Chief strategy Officer
Laura Janness
Creative Strategist
Raman Mama
Head Of Production
Jenn Pennington
Head of strategy
Sarah Garman
Related Awards
