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
Integrated Campaign
Annual ID
OS23_IG003G
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.
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: 45
Gold Pencil
Credits
Agency
Goodby Silverstein & Partners
Production Company
Biscuit Filmworks
Music / Sound Production Company
Assemble Sound
Lime Studios
Post Production Company
Arcade Editorial
Co3
Chief Creative Officer
Margaret Johnson
Creative Director
Eamonn Dixon
Stefan Copiz
Director
Aaron Stoller
Director of Photography
Jody Lee
Editor
Jeff Ferruzzo
Executive Producer
Crissy DeSimone
Holly Vega
Sara Ward
Susie Boyajan
Account Director
Chris Nilsen
McKenzie Badger
Head of Production
Sean Moody
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
Co-chairman
Jeff Goodby
Rich Silverstein
colorist
Tim Masick
Communication Strategy Director
Caitlin Neelon
Group Brand Strategy Director
Ralph Paone
Marketing director
Melody Macaluso
Stacey Taffet
Mixer
Joel Waters
Partner / Managing Director
Shawn Lacy
Production Design
Jeremy MacFarlane
Senior Brand Director
Jessica Spaulding
Senior Color Producer
Kevin Breheny
Senior Communication Strategist
Jacob Sperla
Strategic Insights Director
Brodie Dunn
UPM
Jay Veal
VFX/Finishing
Parliament
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