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


Agency Goodby Silverstein & Partners

Client Cheetos


Television & VOD / 31-60 Seconds - Single

Annual ID


About the Work

Hands-free technology is one of the fastest-growing industries in the world, with multibillion-dollar investments from companies such as Apple, Tesla, Amazon and Nike. It’s everywhere: from self-driving cars to voice assistants—and even hands-free shoes. And whether these companies know it or not, every single one of these hands-free innovations allows our fans to live their lives while their hands are covered in Cheetle (a.k.a. Cheetos dust). Which made us wonder: What if Cheetos was the inspiration behind all hands-free tech? And furthermore, what if we could take credit for it? So that’s exactly what we did. Through an integrated campaign, we showed the world how Cheetos has been influencing technology throughout the years. And then Cheetos started showing up wherever and whenever people were thinking about hands-free tech. Every element of this finely orchestrated 360 campaign was in service of delivering a simple message to our audience: If it’s hands-free, it’s a Cheetos thing. We started with a full-page ad in the New York Times mischievously crediting Cheetos with being the inspiration for a list of now-ubiquitous hands-free devices. This was quickly followed up with a :60 film (TV/OLV) that showed the “true” story of how they were invented. From there we went after the big tech companies with contextual OOH outside of their stores and pre-roll videos that preceded their online content. We even bought their keywords, so whenever people searched for their products, Cheetos showed up. Finally, we showed up at major tech conference SXSW and, in partnership with Amazon, created a fully immersive hands-free house. There was even an online virtual tour that doubled as an e-commerce experience that allowed fans to purchase hands-free products.

2023 Awards

Total Points: 3




Goodby Silverstein & Partners

Production Company

Biscuit Filmworks

Music / Sound Production Company

Assemble Sound
Lime Studios

Post Production Company

Arcade Editorial

Chief Creative Officer

Margaret Johnson

Creative Director

Eamonn Dixon
Stefan Copiz


Aaron Stoller

Director of Photography

Jody Lee


Jeff Ferruzzo

Account Director

Chris Nilsen
McKenzie Badger

Senior Art Director

Fabio Santoro

Senior Copywriter

Pedro Furtado

Account Manager

Daney Ramirez

Assistant Account Manager

Aimee Fung

assistant editor

Dean Miyahira

Assistant Mixer

Collin Thomas

Associate Business Affairs Manager

Howie Mapson

Brand manager

Dorothy Doan

Brand Strategy Director

Gabriella Dishotsky

Broadcast Traffic Manager

Rowena Cuejilo


Jeff Goodby
Rich Silverstein


Tim Masick

Communication Strategy Director

Caitlin Neelon

Group Brand Strategy Director

Ralph Paone

Head Of Production

Sean Moody

Marketing director

Melody Macaluso
Stacey Taffet


Joel Waters

Partner / Managing Director

Shawn Lacy

Production Design

Jeremy MacFarlane

Senior Color Producer

Kevin Breheny

Senior Communication Strategist

Jacob Sperla

SR Brand Director

Jessica Spaulding

Strategic Insights Director

Brodie Dunn


Jay Veal



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