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 - Film & Video

Don't Die Before You Try It

Agency Party Land / Los Angeles + Barking Owl / Los Angeles + Cabin Edit / Los Angeles + World War Seven / Los Angeles

Client Dave's Hot Chicken


Television & VOD / 30 Seconds and Under - Series

Annual ID


About the Work

Dave’s Hot Chicken, a Nashville Hot Chicken restaurant, has experienced explosive growth since it launched 3 years ago. A 2022 AdAge Hottest Brand, they’re the darling of the fast-casual world. But aside from Los Angeles, where customers will wait 3-hours in lines just to get the stuff, they are relatively unknown. The brand hired us to help drive national awareness, greenlighting a campaign rooted in the zealotry of their fans and the FOMO it creates in those who haven’t tried it yet. “Don’t Die Before You Try It” is intentionally dark. A call to action that no other brand would say, but Dave’s history of writing their own rules gave us permission to break convention and communicate with their largely male Gen Z audience in a way that no other restaurant brand has. It's proven a huge success with exceptional testing results exceeding category and restaurant norms by 122% and helping increase sales by up to 15% in media markets. We also helped Dave’s Hot Chicken partner with Drake on the day of launch by giving away free tenders to EVERYONE to make sure they get to try it before it’s…. too late. This led to over 400 million earned impressions for the brand in one day and online store reviews doubling for the day of the event with a 15% increase continuing over the following weeks.

2023 Awards

Total Points: 3




Party Land / Los Angeles

Production Company

World War Seven / Los Angeles

Music / Sound Production Company

Barking Owl / Los Angeles

Post Production Company

Cabin Edit / Los Angeles

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