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
Brand Partnerships
Annual ID
OS23_DM117M
About the Work
One in four NFL fans have a lucky jersey they won’t wash because they believe it helps their team win. A jersey that goes months, even years without being cleaned? That’s not lucky. It’s dirty! As America’s #1 detergent, Tide couldn’t stand for another season of filthy fans. But while fans knew Tide could get them clean, it wasn’t enough to risk the luck. So they partnered with the NFL and asked one simple question: “What would it take to wash your lucky jersey?” Then, NFL players-turned-influencers across social media encouraged fans to state their demands and started negotiating. While some vowed to stick with superstition, others struck a deal and washed their lucky jerseys with Tide in exchange for once-in-a-lifetime experiences with their favorite players. From autographs, to personal workout sessions, choreographed touchdown dances, and even parenting help, players from across the league did whatever it took to get jerseys washed - even sending one fan all the way to the Super Bowl. Ultimately, 250.8K fan interactions across platforms and over 1.6B earned impressions led to a 58% increase in sales (YOY) of Tide Power PODS and enabled Tide to use a made up superstition to get rid of some very real stains.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi
PR / Marketing Agency
Marina Maher Communication
Client / Brand
Procter & Gamble
Production Company
division7
Music / Sound Production Company
Pickle Music
Post Production Company
Harbor
Art Director
Koa Webster
Preethi Balakrishnan
Jacopo Biorcio
Chief Creative Officer
Daniel Lobaton
Composer
John Kubis
Creative Director
Adrian Chan
Chris von Ende
Lauren Varvara
Michael Limbert
Mike Ward
Will Tran
Director
Kris Belman
Rob Sipniewski
Director of Photography
Shawn Kim
Executive Creative Director
Adriano Matos
Dustin Tomes
Sam Shepherd
Executive Producer
Dani Stoller
David Richards
James Zavaleta
Jesse Schwartz
Kamilla Prokop
Group Creative Director
Casey Lissau
Producer
Brian Quinlan
Lupita Alvarez
Account Director
Jennifer McGill
Account Supervisor
Leslie Fellwock
Associate Creative Director
Derrick Ellis
Head of Production
Alex Hughes
SVP Group Account Director
Jen Brotman
2D Graphics & Animation
Luke Rotzler
Account Associate
Aubrey Brannon
Account Coordinator
Jacob Miller
Account Executive, Brand Management
Jessica Cooper
Lauren Lacroix
Account Executive, Celebrity & Influencer
Ryan Harle
Account Supervisor, Earned Media
Nicole Tarko
Assistant Media Specialist
Judy Zheng
Associate Account Director
Bryan Smith
Associate Audio Engineer, Commercial Sound
Catherine Sangiovanni
Associate Creative Director, Motion Design & VFX
Jason Lee
Audio Assist, Commercial Sound
Chris Perepezko
Brand Director
James Sawyer
Celebrity Talent & Music/IP Acquisition
Platinum Rye Entertainment / The Marketing Arm
Chief Executive Officer, Woven
Sarah Beaumont
Chief Financial Officer
Chris Lind
CHIEF OPERATING OFFICER
Andrew Colon
Co-founder
Brian Carmody
Color Producer
Brad Martin
Maxwell Hadson
colorist
Oisin O'Driscoll
Communications Manager, North America Fabric Care
Jennifer Beck
Creative Director & VFX Artist
Kyle Cody
Digital Account Supervisor
Alexandra La-Rotta
Director, Brand Media
Matt O'Shea
Director, Celebrity & Influencer
Alex Hanono
Will Ober
Director, NA Content Leader
Paul Chick
Executive Director, Brand Building & Digital Innovation
Laura Brinker
Executive Director, Earned Media
Sara Baker
Flame Assist
Jacob Robinson
Graphics Producer
Tanner Agle
Group Media Director
Tracy Suer
Group Senior Vice President, Brand Business
Samantha Halpern
Group Senior Vice President, Director, Talent & Partnerships
Marissa Festante
Group Vice President, Future of Advertising
Kimberly Doebereiner
Junior Strategist
Shayla Nguyen
Managing Account Supervisor, Earned Media
Taylor Heath
Media Manager
Lauren Lasson
Music Creative Director
Alexis Estiz
Post producer
Drew Penkala
Producer, Commercial Sound
Chris Cassar
Project Leader
Tonya Hornsby
Research Specialist
Brandon Dunphy
Kelley Holsopple
Senior Account Supervisor, Brand Management
Noomi Grootens
Senior Account Supervisor, Strategy
Jacklyn Hayes
Senior Audio Engineer
Walter Bianco
Senior Brand Director, North America Laundry
Alex Perez
Senior Brand Manager
Preston Parnell
Senior Business Manager
Lisa Rimmer
Senior Editor & Creative Director
Steve Evans
Senior Manager
Conner Viers
Senior Media Manager
Justin Bracco
Senior Motion Graphics Artist
Candy Sui
Senior Vice President, North America Fabric Care
Martin Hettich
Senior Vice President, Project Management
Alisha Garfinkel
Senior Vice President, Sports
Patrick Wixted
Shopper Agency
Saatchi & Saatchi X
Sports + Entertainment Agency
Mktg
VFX Producer
Naomi Spiro
Vice President
Jordan Futscher
Vice President, Brand Management
Ashley Johnson
Vice President, Earned Media
Patricia Jones
VP, Director of Experience Strategy
Chris Gilbert
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