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2023 One Show - Integrated


Agency Leo Burnett / Detroit + Carat / New York + Finger Music and Sound Design / Brooklyn + Cutters / Chicago

Client Buick


Integrated Campaign

Annual ID


About the Work

Since the enactment of title IX, female participation in sports has increased and women now represent 40% of all athletes. However, they get less than 10% of the sports media coverage. This deprives young girls of athletic role models and affects how people value female athletes and their contributions to society. As the auto brand with the largest percentage of female owners, and longtime sponsors of the NCAA, Buick decided to do something about it. But how do we get people to want to see women's sports? Simple. By not showing them. To demonstrate how little visibility female athletes get, we created a campaign featuring the greatest moments in women's sports. But instead of showing them, we crafted an immersive surround sound experience that made people want to see the plays, but all they saw was a QR code, which they scanned to SEE HER GREATNESS. This was the first time an auto company created a film showing only a QR code (and no cars!) SEE HER GREATNESS was a multi-platform, integrated campaign. Since we’re tackling inequality in sports coverage, we launched with a series of TV spots during one of the biggest sports moments of the year—March Madness. And to make sure we garnered mass awareness, we launched our hashtag #SeeHerGreatness in a Twitter trend takeover on March 12. As the hashtag gained momentum, we kicked off the #SeeHerGreatness TikTok Challenge, March 19-21, where we encouraged women to share their own greatness. For social media, we created custom videos, where we only showed 10% of the screen to capture people’s attention and symbolize the lack of coverage. Additionally, we utilized high impact takeovers across CBS Sports & Bleacher Report to catch consumers attention and promoted an on-site Huddle experience with TogethXr at the Women’s Final Four in Minneapolis. SEE HER GREATNESS became the most shared campaign in the history of the Buick and far surpassed all our communications objectives. And an unforeseen result was that ESPN changed the Women’s NCAA final to prime time, which helped it became the most watched Women's NCAA Final in nearly 2 decades.

2023 Awards

Total Points: 3




Leo Burnett / Detroit

Music / Sound Production Company

Finger Music and Sound Design / Brooklyn

Post Production Company

Cutters / Chicago

Media Distribution Company

Carat / New York

Art Director

James Bruff


Stavo Alvarez

Executive Creative Director

Steve Glinski
Tim Thomas

Executive Producer

Erik Zaar

Account Director

Angela D'Aristotile

VP Group Account Director

Emily Harrington


Rich Toltzman

Associate Director, Community Management

John Hill

Buick Advertising Manager

Mallory Woodrow

Community Manager

Mark Grossi

Director of Creative Operations

Tony Booth

Director of Integrated Production

Brian Dooley

EVP, Director, Strategy

Matt MacDonell

EVP, Group Account Director

Jim Bickers

EVP, Group Strategy Director

Kaylin Scott

Global Vice President Buick & GMC - Sales, Service & Marketiing

Duncan Aldred

Marketing Director, Buick

Sam Russell

Media Strategy, Partnership Experiential Marketing Lead, Buick

Anthony Biondo

SVP, Managing Director

Yanlin Sun

Vice President Marketing - GMC & Buick

Molly Peck

VP, Account Director

Lauren Pesta

VP, Director, Strategy

Julie Wagner
Roshen Mathew

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