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
Online-only Films & Video / 31-60 Seconds - Single
Annual ID
OS23_FI007G
About the Work
Ocean Spray jellied cranberry sauce has been a staple at holiday meals for almost a century, but it was well overdue for a reboot. Half of millennials were unfamiliar with the product. It was imperative that we reminded people of cranberry’s crucial place on the table–but how to lay claim to the holidays, when the holidays have changed so drastically? Families had been battered by two canceled holiday seasons in a row. Millennials were taking over hosting duties and starting their own new traditions. In this cultural landscape, we had to get wild.
And then there’s the product. It’s hard to explain the legacy or charm of this lurid, quivering jelly to the uninitiated. So we decided not to explain it all. Rather than trying to make the jelly feel nostalgic or wholesome or even “delicious”, we took its weirdest intrinsic qualities and amplified them.
The story setting dramatized all the worst, anxiety-provoking parts of the holiday. Tense boredom, the clock ticking, a tablescape of relentlessly beige food slicked with grease. No one wants to be there. Suddenly, a door swings open and the jelly arrives, an undulating alien on a platter, commanding the family to surrender to the jiggle.
We launched this film across OLV, streaming and social to first get in front of our millennial target, and then amplified the placement with three World Series buys to reach an even broader group of people.
Instead of offering our audience a typical glitter-bombed version of Holiday Magic, we gave them something far more powerful: a collective cranberry catharsis. Our film put Ocean Spray in the hearts and minds of millions during the holiday season - and positioned the brand as a catalyst to power your holidays. And thanks to our campaign, cranberry jelly became culturally vital once again.
2023 Awards
Total Points: 45
Gold Pencil
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
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