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
Television & VOD / Over 60 Seconds - Single
Annual ID
OS23_FI074M
About the Work
A once-in-a-lifetime talent, Serena Williams would soon be evolving away from the game that she had forever changed. As one of Gatorade’s longest-standing athlete partners, the brand wanted to celebrate Serena and pay homage to her impact on and off the court in an iconic way fitting of the G.O.A.T.
What made Serena’s legacy different is that it began with the power of love. In tennis, “love” means zero - nothing, but for Serena, love was everything. Her self-belief has been an inspiration to everyone, but especially young women of color. “Love Means Everything," the brand film directed by Jake Nava, was a tribute to the worldwide movement Serena sparked — and a recognition that you can do anything if you have self-love.
Serena had an impact all throughout culture in sports and beyond, so we wanted the voice that delivered the message to have equal cultural gravitas. Beyoncé Knowles-Carter was perfect. Narrating for a queen could only be done by another queen — and one that was a dear friend.
The film premiered during MTV’s Video Music Awards, helping Gatorade to break through the news cycle by being one of the first brands to pay tribute to Serena ahead of her final major, the U.S. Open, which began the following day. We created such a buzz that, within the first five days of launching, the campaign received 684 earned media placements and 20B earned media impressions. Outlets such as the TODAY Show (twice), Good Morning America, PEOPLE, Variety, Billboard and E! covered the film, helping to stretch the brand's reach and relevance into verticals outside of sports.
What made Serena’s legacy different is that it began with the power of love. In tennis, “love” means zero - nothing, but for Serena, love was everything. Her self-belief has been an inspiration to everyone, but especially young women of color. “Love Means Everything," the brand film directed by Jake Nava, was a tribute to the worldwide movement Serena sparked — and a recognition that you can do anything if you have self-love.
Serena had an impact all throughout culture in sports and beyond, so we wanted the voice that delivered the message to have equal cultural gravitas. Beyoncé Knowles-Carter was perfect. Narrating for a queen could only be done by another queen — and one that was a dear friend.
The film premiered during MTV’s Video Music Awards, helping Gatorade to break through the news cycle by being one of the first brands to pay tribute to Serena ahead of her final major, the U.S. Open, which began the following day. We created such a buzz that, within the first five days of launching, the campaign received 684 earned media placements and 20B earned media impressions. Outlets such as the TODAY Show (twice), Good Morning America, PEOPLE, Variety, Billboard and E! covered the film, helping to stretch the brand's reach and relevance into verticals outside of sports.
2023 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Chiat\Day / Los Angeles
Client / Brand
Gatorade / Chicago
Production Company
Believe Media / Los Angeles
Art Director
Ronney Chong
Creative Director
Mark Peters
Director
Jake Nava
Director of Photography
David Johnson
Editor
Jessica Hernandez
Executive Producer
Gary Ward
Producer
Julia Pakert
Account Executive
Kayla Martinez
Account Supervisor
Audrey Sigel
Associate Producer
Linnea Goodman
Senior Copywriter
Malu Lara
Associate Business Affairs Manager
Annabel Turrado
Associate Director of Business Affairs
Jennifer Anaya
Director Of Content Production
Guia Lacomin
Executive Producer/Owner
Liz Silver
Junior Art Director
Piper Alkonis
Junior Copywriter
Evelyn Harper
LINE PRODUCER
Ben Cooper
Managing director
Jerico Cabaysa
Production Designer
Niamh Coulter
Senior Brand Director
Robyn Morris
SENIOR PRODUCER
Celestina Lucero
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