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 - Design

The Billboard Is Yours to Take

Agency FCB / New York + AB InBev / Budweiser + Grand Visual / London + Lord + Thomas / New York

Client AB InBev / Budweiser


Out of Home / Brand Installations

Annual ID


About the Work

Budweiser’s global brand platform is “Greatness Is Yours to Take.” We help young people find the conviction to chase their dreams. In the U.K., music is one of Bud’s key audience passion points, so we’ve focused on helping up-and-coming musicians chase their dreams of musical greatness.

But this year, women and non-binary musicians were denied an opportunity for greatness on the U.K.’s biggest stage: the BRIT Awards. The BRITs combined their awards for best male and women artists into a gender-neutral category, but only nominated male artists.

This moment in culture demanded that we fight for women and non-binary artists as they chased greatness.

So we gave them the opportunity that the BRITs denied them. We turned a Budweiser billboard into a stage that reached the biggest names in music.

First, we used foot traffic data to find the perfect Bud billboard in London near the BRIT Awards attendees’ hotels. Using targeted media, we ran videos of our artist partners directly on record executives’ hotel TV screens. Then, we directly sent them special-edition Budweiser bottles inviting them to our concert, hosted by famous radio and TV personality Remel London.

Up-and-coming women and non-binary artists jumped at the opportunity to play in front of a packed crowd. And that crowd extended far beyond our physical billboard: We broadcasted our concert on social media and around the world, even at the BRIT Awards themselves using our ad space in the O2 Arena. Celebrities and record executives at the BRITs watched our artists’ performances in awe. Kobalt Music, a record label, even signed one of our artists, Mychelle, to a deal.

In giving women and non-binary artists a new stage, we proved that greatness will always be theirs to take. No award nominations necessary.

2023 Awards

Total Points: 3




FCB / New York

PR / Marketing Agency

Weber Shandwick

Client / Brand

AB InBev / Budweiser

Production Company

Grand Visual / London


Colleen Young

Social Media Manager

Freya Armstrong

Account Director

Emily Coyle

Account Supervisor

Sean Kittredge

Head of Production

Nick Williams

Senior Art Director

Caroline Mortensen

Senior Copywriter

Chloe Bayhack

Senior Integrated Producer

Pim Leeuwenkamp

Strategy Director

Jamie Rutherford

SVP Group Account Director

Diana Gonzalez Cash

Account Manager

Kerry Norman

Agency In-House Production

Lord + Thomas / New York

Assistant Account Executive

Matthew Hamburg

Associate Project Manager

Lilly Sessions

Build / Fabrication / Event Management

Amy Williamson
Caroline Osbourne

Chief strategy Officer

Todd Sussman


Michael Freeman
Rob Kaplan

Global Communications

Fallon Buckelew

Global Manager

Morgan Franklin

Global Marketing Director

Lia Bertoni

Head of Client Services

Ben Gardiner

Head of Creative Technology

Jon Jones

Live Video Broadcast

Vivid Broadcast

Marketing director

Frederic Vandersmissen

Marketing manager

Jessie Landers

Media Communications

AJ Media Communications

Music Artist

Isatta Sheriff
Kima Otu


Alyssa Siegel

Project director

Amarnath Meng

Senior Brand Manager

Jack Morris

Senior Director Global Marketing

Jose Oliveira

Senior Editor & Animator

Breithner Monteiro

Senior Project Manager

Abby Kiefer
Latisha Marius-Palmer

Senior Social Media Manager

Tommy Wright

Senior Strategist

Michael Schonfeld

Senior Vice President (Director)

Sophie Hayes

Vice President Global Marketing

Todd Allen

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