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 - Integrated

Raise Your Arches

Agency Leo Burnett / London + OMD / London + Framestore / London + Moxie Pictures / London

Client McDonald's


Integrated Campaign

Annual ID


About the Work

In a world of mounting pressure, an invitation to McDonald’s provides us all with a small, but much needed moment of light-hearted release. That invitation is so universal, it can be communicated without words, food, or restaurants. All it takes is a knowing raise of the eyebrows. We claimed ownership of that knowing look, with an epic film directed by iconic British director, Edgar Wright, which instantly went viral. It was the first McDonald’s ad in history that didn’t feature a product or a restaurant scene, and yet was instantly identifiable and scored an unprecedented 98% brand recognition. We also changed the iconic McDonald’s logo for the first time in history, created hundreds of targeted invitations, and even gave fans the chance to save money with an app promotion. And then something amazing happened. The iconic eyebrow invitation became a cultural trend. Fans, celebrities, and influencers all took to social media and began joining in, and before long the movement had trended on TikTok and spread to over 40 countries. Now anytime, anyone Raises Their Arches, it can mean only one thing… Fancy a McDonald’s?

2023 Awards

Total Points: 21



Leo Burnett / London

Production Company

Moxie Pictures / London

Music / Sound Production Company

750mph / London

Post Production Company

Framestore / London

Media Distribution Company

OMD / London

Creative Director

Andrew Long
James Millers


Jakk Breedon


Edgar Wright


David Webb

Executive Creative Director

Mark Elwood


Tom Van Schelven

Account Director

Alex Light
Alice Pavey

Account Executive

Brittony Kelly

Global Chief Creative Officer

Chaka Sobhani

Account Manager

Carys Parry

Audio Post Production

Sam Ashwell

Business Director

Jay Perry

Chief Marketing Officer, S.V.P

Michelle Graham-Clare


Stef Perry


Darran Nicholson

Head of Account Management

Sam Houlston

Head of Art Production

Jo Hodge

Head of Consumer Comms & Partnerships

Louise Page

Head Of Design

David Allen

Head of McDonalds TV Production

Graeme Light

Head of Planning

Tom Sussman

Head of Project Management

Jamie Teele

Media Team

Mandy Arora
Tejal Maru

Photography & Motion Production

Prodigious / London

Planning director

Joe Beveridge

Senior Creative

Gareth Butters

Senior Planner

Roxy Windisch

Related Awards





Follow Us