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.
Goldfish Jingle
Agency Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York
Category
Innovation & Transformation / Innovation in Film
Annual ID
OS23_FI130M
About the Work
Taking inspiration from social videos of Goldfish fans rewriting "the snack that smiles back" jingle with their own lyrics, we wanted to invite everyone to reconnect with Goldfish by creating their own versions of the Goldfish jingle during Music's Biggest Night: the GRAMMYs. To kick things off, we created three spots that used an unconventional text-only, sing-along format often found in music videos and karaoke to break down the jingle. Each spot progressively showed how the jingle's lyrics can change to fit any message. We encouraged viewers to adapt the catchy tune to whatever is on their mind and share it on Twitter. This format disrupted the GRAMMYs broadcast with audio repetition, text paired with simple graphics, and a playful bouncing Goldfish cracker while inviting GRAMMYs viewers to engage on Twitter.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi NY / New York
PR / Marketing Agency
MSL Group / New York
Client / Brand
Campbell's Snack Company / Norwalk
Production Company
The Pub Productions / New York
Music / Sound Production Company
Pickle Music / New York
Media Distribution Company
Spark Foundry / New York
Chief Creative Officer
Daniel Lobaton
Designer
Franklin Canales
Editor
Douglas Zaner
Victor Barczyk
Account Executive
Ashley Kaika
Grace Boyd-Dias
Account Supervisor
TJ Daigler
Associate Producer
Perry Von Stade
Project Manager
Jessica Nazzareno
Account Executive, Consumer Practice
Katie Garside
Assistant Account Executive
Lana Aboushaar
Assistant Account Executive, Consumer Practice
Meilin Eisengart
Assistant Manager, Consumer Connections
Cat Curtice
Associate Creative Director, Art Director
Erin Evon
Associate Creative Director, Copywriter
Jason Burke
Associate Digital Strategist
Kennedy Crenshaw
Associate Director Performance Media
Jordan Arenas
Associate Director, Content Partnerships
Brittany Johnson
Associate Manager, External Communications
Dana Hanson
Associate Manager, Social Media
Christine Avallon
Associate Marketing Counsel
Lily Becker
Associate Media Director, Client Management
Rebecca Kantor
CEO
Sarah Kramer
CMO, Campbell Snacks
Janda Lukin
Composer, Musician
Alexis Estiz
Creative Director, Art Director
Jacopo Biorcio
Creative Director, Copywriter
Daniel Price
Director of Performance Media
Lisa Kuenning
Director, Consumer Connections
Sarah Levine
Director, External Communications & Social Media
Bethridge Toovell
Director, Integrated Production
Tim Legallo
Director, Media & Analytics
Brandon Goodman
Director, Planning & Strategy
Alyssa Papa
EVP, Executive Creative Director
Dustin Tomes
EVP, GCD
Jennifer Byrnes
EVP, Head of Experience Design
Brian Cronk
EVP, Portfolio Lead
Caitlin Reynolds
IP Counsel
Stephanie Thier
Junior Art Director
Caroline Chase
Junior Copywriter
Malcolm Richardson
Manager Content
Lilly Nunnally
Manager, External Communications
Kara Colety
Manager, Paid Social
Blair Hall
Manager, Strategy Planning
Katie McLaughlin
Musician
Dario Calequi
Post-producer
Greg Zimny
Senior Account Executive, Consumer Practice
Shaye Gulotta
Senior Account Manager
Rebecca Hickman
Senior Associate Brand Manager - Goldfish
Maxine Peltz
Senior Business Affairs Manager
Laurie Pascoe
Senior Director, Marketing - Goldfish
Shibani Potnis
Senior Legal Services Specialist
Amy Yann
Senior Marketing Counsel & IP Counsel
Greg Frantz
Senior Vice President, Consumer Practice
Nupur Raghunath
Senior Vice President, Media Strategy
Alan Danzis
Social Strategist
Ali Gomez
SVP, Director, Brand Strategy
Julie Dombreval
Vice President, Consumer Practice
Molly McFerran
VP of Content
Ebony Jones
VP, Director, Strategy
Kevin Stanton
VP, Marketing - Cookies & Crackers
Danielle Brown
Related Awards
