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
Artist / Brand Collaboration
Annual ID
OS23_MS046M
About the Work
Budweiser’s global brand platform is “Greatness Is Yours to Take.” We help young people find the conviction to chase their dreams. In the U.K., music is one of Bud’s key audience passion points, so we’ve focused on helping up-and-coming musicians chase their dreams of musical greatness.
But this year, women and non-binary musicians were denied an opportunity for greatness on the U.K.’s biggest stage: the BRIT Awards. The BRITs combined their awards for best male and women artists into a gender-neutral category, but only nominated male artists.
This moment in culture demanded that we fight for women and non-binary artists as they chased greatness.
So we gave them the opportunity that the BRITs denied them. We turned a Budweiser billboard into a stage that reached the biggest names in music.
First, we used foot traffic data to find the perfect Bud billboard in London near the BRIT Awards attendees’ hotels. Using targeted media, we ran videos of our artist partners directly on record executives’ hotel TV screens. Then, we directly sent them special-edition Budweiser bottles inviting them to our concert, hosted by famous radio and TV personality Remel London.
Up-and-coming women and non-binary artists jumped at the opportunity to play in front of a packed crowd. And that crowd extended far beyond our physical billboard: We broadcasted our concert on social media and around the world, even at the BRIT Awards themselves using our ad space in the O2 Arena. Celebrities and record executives at the BRITs watched our artists’ performances in awe. Kobalt Music, a record label, even signed one of our artists, Mychelle, to a deal.
In giving women and non-binary artists a new stage, we proved that greatness will always be theirs to take. No award nominations necessary.
But this year, women and non-binary musicians were denied an opportunity for greatness on the U.K.’s biggest stage: the BRIT Awards. The BRITs combined their awards for best male and women artists into a gender-neutral category, but only nominated male artists.
This moment in culture demanded that we fight for women and non-binary artists as they chased greatness.
So we gave them the opportunity that the BRITs denied them. We turned a Budweiser billboard into a stage that reached the biggest names in music.
First, we used foot traffic data to find the perfect Bud billboard in London near the BRIT Awards attendees’ hotels. Using targeted media, we ran videos of our artist partners directly on record executives’ hotel TV screens. Then, we directly sent them special-edition Budweiser bottles inviting them to our concert, hosted by famous radio and TV personality Remel London.
Up-and-coming women and non-binary artists jumped at the opportunity to play in front of a packed crowd. And that crowd extended far beyond our physical billboard: We broadcasted our concert on social media and around the world, even at the BRIT Awards themselves using our ad space in the O2 Arena. Celebrities and record executives at the BRITs watched our artists’ performances in awe. Kobalt Music, a record label, even signed one of our artists, Mychelle, to a deal.
In giving women and non-binary artists a new stage, we proved that greatness will always be theirs to take. No award nominations necessary.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
PR / Marketing Agency
Weber Shandwick
Client / Brand
AB InBev / Budweiser
Production Company
Grand Visual / London
Chief Creative Officer
Dan Dawson
Gabriel Schmitt
Michael Aimette
Danilo Boer
Producer
Colleen Young
Social Media Manager
Freya Armstrong
Account Director
Emily Coyle
Account Supervisor
Sean Kittredge
Head of Production
Nick Williams
Senior Art Director
Caroline Mortensen
Senior Copywriter
Chloe Bayhack
Senior Integrated Producer
Pim Leeuwenkamp
Strategy Director
Jamie Rutherford
SVP Group Account Director
Diana Gonzalez Cash
Account Manager
Kerry Norman
Agency In-House Production
Lord + Thomas / New York
Assistant Account Executive
Matthew Hamburg
Associate Project Manager
Lilly Sessions
Build / Fabrication / Event Management
Amy Williamson
Caroline Osbourne
Chief strategy Officer
Todd Sussman
Co-founder
Michael Freeman
Rob Kaplan
Global Communications
Fallon Buckelew
Global Manager
Morgan Franklin
Global Marketing Director
Lia Bertoni
Head of Client Services
Ben Gardiner
Head of Creative Technology
Jon Jones
Live Video Broadcast
Vivid Broadcast
Marketing director
Frederic Vandersmissen
Marketing manager
Jessie Landers
Media Communications
AJ Media Communications
Music Artist
Cosha
Emmavie
Isatta Sheriff
KeyahBlue
Kima Otu
Maka
Mychelle
Tasmin
President
Alyssa Siegel
Project director
Amarnath Meng
Senior Brand Manager
Jack Morris
Senior Director Global Marketing
Jose Oliveira
Senior Editor & Animator
Breithner Monteiro
Senior Project Manager
Abby Kiefer
Latisha Marius-Palmer
Senior Social Media Manager
Tommy Wright
Senior Strategist
Michael Schonfeld
Senior Vice President (Director)
Sophie Hayes
Vice President Global Marketing
Todd Allen
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