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 - Creative Effectiveness

Coca-Cola Creations

Agency VIRTUE Worldwide / Brooklyn + GUT / São Paulo + The Coca-Cola Company + forpeople

Client The Coca-Cola Company


Multi-Region or Market / Consumer / Brand

Annual ID


About the Work

The median age of weekly+ soda drinkers has increased 6+ years over the past 20 years. Coca-Cola was losing its connection to younger generations. The objective of the campaign was to increase the number of young, core Coca-Cola weekly+ drinkers in order to secure a future for Coke. We needed to transform the way they perceive the brand—from a static beverage that only has one universal flavor, into a dynamic, innovative, LTO flavor product that connected them with their passion points. To make this happen, we had to check three boxes: 1) Trend Prediction Research We mapped out passion points among Gen Z for the next couple of years, resulting in 5 key spaces: Space, Gaming, Surrealism, Anime, and Music. 2) Launch Strategy We took a page from fashion brands' strategy of exclusive drops and applied it to CPG, emphasizing how each of our Creations would only be around for a short time before going away, forever. 3) Sparking Conversation To spark conversation each new product had an indescribable flavor as well as a technological first. Starlight was the taste of Space, and the first Coke to feature an AR concert on a can. Byte was the taste of Pixels, and the first Coke to be born in the metaverse. Dreamworld was the taste of Dreams, and the first Coke to drop a digital fashion collection. Soulblast was a taste of Action, and the first Coke to let fans unleash their own anime powers. And Marshemello asked fans to taste the track, giving them a chance to become the artist with a game experience on Twitch.

2023 Awards

Total Points: 3




VIRTUE Worldwide / Brooklyn
GUT / São Paulo

Design Firm


Client / Brand

The Coca-Cola Company

Production Company

m ss ng p eces
New Holland
Partizan / New York
The Garage

Music / Sound Production Company

MassiveMusic / Singapore
Mellilo Music

Post Production Company

Man vs Machine
Ool Digital
Pomp and Clout
Side Label
UNIT9 / London
Warm N Fuzzy
weareseventeen / London


Madi Getgood


Shaden Galagos

Creative Technologist

Wim Vanhenden

Group Creative Director

Chris Gurney

Graphic Designer

Jessica Pezenti

Motion Designer

Alex Moy

2D Animation

Harry Gold
Kieryn Hyde

3D Artist

Julio Villarreal Castellanos
Pavel Suprun
Virgil Tanasa

Account Director

Aerin Vaughn
Alicia Tiong
Isabel Munoz-Cadilla

Account Supervisor

Layla Heidari
Skye Gandy


Chris Cousins
David davies
Gabor Ekes
Gosia Bem
Ion Oprea
Jason Dew
Joe Maker
Jon Mayo-Buttry
Leonardo Conde
Marcos Savignano
Mario Ruggerio
Serhat Goktas

Associate Creative Director

Nuno Dores

Associate Director

Archie Colvin


Arianne De Gennaro
Deborah Ferreira
Pedro Galdi
Vitinho Chagas

Design Director

Cristian Castellon
Dee Vallabh


Lachlan Christophers
Sean Simon

Head of Product

Julie Krasnienko

Interactive Developer

Anwar Noriega

1st AD

Brandon Zagha

2D Animator

Uli Streckenbach

2nd AD

Issac Carlen

3D Animator

Jacob Dalton

3D Design

Sophie Langohr

3D Design & Animation

Kurt Drubbel

3D Modeler

Kintan Chauhan

Account Manager

Camila Arima
Isadora Guz

Accounts Director

Leo Vezzali

assistant director

Dan Taggatz

Audio director

Dani Valkova

Audio engineer

Igor KOgan

Beverage Stylist

Brett Kurzweil

Brand Communications Director

Joanna Richards

Brand Director Coca-Cola

Brandan Strickland

Business Affairs Coordinator

Lilly Simon


Joaquin Cubria

CEO/Executive Producer

Christina Heller

CG Lead

Ben Watts
Ryan Maddox

Chief Creative Office VMG & President Virtue

Chris Garbutt


Clinton Downs

Concept Artist

Francisco Cortès

Concept Design

Simon Cowell

Content & Music

Jereon Franssens

Content Strategy

Carla Held
Deyse Albiach
Marcos Vinicius Oliveira
Paula Baião

Creative & Marketing Manager

Christophe Van den Branden

Creative Lead

Dini Lestari
Hannah Neil
Holly Mattacott-Darrah
Rosie Hardwick
Te-Hsing Lu


Fernando Ribeiro


Zach Silverman

Design, Direction, Animation



Kathleen Belesten
Lachlan Power

Director of production

Rebecca Davis

Director, Content & Creative

Chase Abraham

Director, Content & Shopper Programs

Ali Cascino

Director, Culture/Entertainment, Influencers & Partnerships Europe

Philip Hartman


Luigi Romano


Dave Parrot

ECD, Director of Immersive

Mike Woods

Editor & Colorist

Andre Szyskowski

End to End Connections & Media

Michael Hughes

Executive Director

Tyrone Estaphan

Executive Music Producer

John Mellilo

Executive Producer, Partner

Dave Saltzman

Experience Director

Hal Kirkland


Daria Shapovalova
Natalie Modenova

Founder, Managing Director

Ari Kuschnir

FX Lead

Ben Watts


Dom Mull
Shadi Best

Game Design

Andreas Papoutsas

Game Designers

Anthony Ghannam

Game Mechanics

Dominic Catelani
Kalon Birtcher

Global CMO

Manolo Arroyo

Global Content Director

Yugo Motta

Global Head of Innovation

Iain Thomas

Global Lead

Sabrina Santos

Global Marketing Technology, Consumer Engagement & AdTech Platforms

Alison Hood

Global Product Development R&D

Michael Burdett

Global VP, IMX

Vijay Parasuraman

Group Account Director

Maíra Bandeira

Head of Account

Alessandra Vistainer

Head of Account Management - APAC

Fiona Knight

Head of Content

Patricia Moura

Head of Global Consumer Strategy

Guillermo Gimenez Brotons

Head of Global Partnerships

Carine La Roche

Head of Global Strategy & Content

Pratik Thakar

Head of Immersive Production

Alex Curan

Head of International Production

Eugenia Carbajales

Head Of Production

Ann May Chua
Chris Grey
Jill Rothman
Kaili Kubpart
Skylar Sweetman

Head of Project Management

Jenn Gore

Head of strategy

Amanda Agostini
Caroline Collinson-Jones
Huiwen Tow

Illustrator/Layout Artist

Lauren Magina
Sarah Wasley

Interactive Designer

Isabel Sousa

International Head of Partnerships

Bjorn Declerck

Key Grip

Frankie Bonn

Lead AR Developer

Juan Ramon

Lead Capture Technician

Adam Titchenal

Lead Mograph Artist

Jean Delaunay

Lead Processor

Joel Jones-Marino

Local Service Company

Altered LA

Managing director

Valéria Barone
Whitney Milne

Managing Director & Executive Producer

Donny Pereira

Managing Partner

Brian Latt
Kate Opperheim


Ethan Thomas

Motion Control Operator

Dan Gottesman

Related Awards





Follow Us