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 - Direct Marketing


Agency DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles

Client Activision


Physical Items

Annual ID


About the Work

Tony Hawk's Pro Skater inspired a generation to take up skating for real. So, to promote the remaster of the series after its 20th anniversary, we decided to reward skaters by mixing the real world and the virtual one. In skateboarding, the more you skate and slide, the more you scratch your board. So, to promote Activision’s video game, we partnered with Birdhouse (Tony Hawk’s own skateboard brand) and created “Scratchboards”: limited-edition decks inspired by lottery scratch cards. The boards, introduced by Tony Hawk himself, had everything a scratch card should: metallic colors, lucky charm symbols and, of course, hidden prizes. We used a special paint to create a top layer that could be scratched off to reveal a hidden second layer with in-game reward codes. That way, the more you skate, the luckier you get. The Scratchboards campaign was launched with an online film starring Tony Hawk. Fans had to share it on Twitter or Instagram for the chance to win their own Scratchboard. Skaters flooded social media with our video, and a selection of pro skaters and influencers got their hands on our Scratchboards before anyone else to help the campaign spread.

2023 Awards

Total Points: 9



DAVID / Madrid

Client / Brand

Activision / Los Angeles

Production Company

900 Films / Los Angeles
Bait Shoppe / Los Angeles

Chief Creative Officer

Pelle Sjoenell

Chief Marketing Officer

Fernando Machado


Madelyn Veller


Jared Prindle

Director of Photography

Cameron Sánchez

Executive Creative Director

Saulo Rocha
André Toledo

Executive Producer

Irene Paz


Davit Ruiz

Account Supervisor

Irene León

Associate Creative Director

Guilherme Pinheiro

Global Chief Creative Officer

Pancho Cassis

Account Suport

Alyson Galuppo


Keith Brady

Creative Editor

Cristian Migueliz

Creative Lead

Evan Starkman

Digital Maketing

Oliver Cook

Fabrication Lead

Remy Groh


Chris Andrus

Global Chief Operating Officer

Sylvia Panico

Head of Account

María García Herranz

Head Of Production

Brenda Morrison Fell
Alejandro Falduti


Prell Chaurusanti

Lead producer

Remy Groh

Location Manager

Cierra Xavier

Personal Assistant

Alim Ahamad

Product Management

Joyce Chang

public relations

Katy Marshall


Dylan Melly

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