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_MS048M
About the Work
The year is 2020, and Taco Bell has announced its removal of many popular menu items, including the fan favorite, iconic Mexican Pizza. Fans were then forced to survive in a world without Mexican Pizza, doing everything they could to get it back. They created petitions on change.org, held funerals for the product, created songs, and flooded Taco Bell’s social with demands to “Bring Back the Mexican Pizza.” One of our biggest, most popular, and most vocal detractors was none other than Doja Cat herself. As a huge fan of the Mexican Pizza, she was devastated by its departure and made it known via threatening Tweets and dramatic TikTok videos. When Taco Bell decided to bring the Mexican Pizza back to the menu, a months-long partnership with Doja Cat was the way to do it.
The partnership played out as an organic anti-hero narrative. First, to help seed the organic nature of the partnership, we licensed a Doja Cat song in a commercial. This gave Doja Cat a reason to tweet us and let the world know that she was now a #TacoBellPartner. From there, Doja Cat repeatedly asked for Taco Bell to bring back the Mexican Pizza, and we publicly resisted. Doja Cat then found multiple opportunities to “sabotage” the brand—she “leaked” our Super Bowl campaign, did a 2-hour IG Live writing a Mexican Pizza “jingle” (which dissed the brand for not bringing it back), and even retweeted tons of fans who also demanded the Mexican Pizza. She released her jingle on TikTok as a final push, and then ultimately used her Coachella stage to announce her victory: The Mexican Pizza was officially back.
The partnership played out as an organic anti-hero narrative. First, to help seed the organic nature of the partnership, we licensed a Doja Cat song in a commercial. This gave Doja Cat a reason to tweet us and let the world know that she was now a #TacoBellPartner. From there, Doja Cat repeatedly asked for Taco Bell to bring back the Mexican Pizza, and we publicly resisted. Doja Cat then found multiple opportunities to “sabotage” the brand—she “leaked” our Super Bowl campaign, did a 2-hour IG Live writing a Mexican Pizza “jingle” (which dissed the brand for not bringing it back), and even retweeted tons of fans who also demanded the Mexican Pizza. She released her jingle on TikTok as a final push, and then ultimately used her Coachella stage to announce her victory: The Mexican Pizza was officially back.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Deutsch LA / Los Angeles
PR / Marketing Agency
The Syndicate
Production Company
Stept Studios
JAW Productions
Chief Creative Officer
Andrew Sherman
Creative Director
Jeremiah Wassom
Stephanie Kohnen
Steve Summers
Director
Camila Cornelsen
Editor
Winnie Cheung
Executive Creative Director
Bea Danger
Executive Producer
Paul Roy
Brendan Varni
Danny Nozell
Annick Meyer
Music Supervisor
Will Eichler
Producer
Olly Rowland
Sound Designer
Robbie Gardunio
Account Director
Natalie Brock
Account Supervisor
Racine Drageset
Director of Marketing
Julia Galvin
Head of Production
Mac Hedges
Senior Art Director
Ashley Cardwell
Kevin Descardes
Lauren Piccirillo
Senior Copywriter
Matt Garcia
Walker Pfost
Josh Peterson
Strategy Director
Sara Singh
Account Coordinator
Sami Rohde
assistant editor
Hj Chong
Associate Manager, Social Media
Erika Prime
Audio Post
David Wolfe
CEO/Founder
Nick Martini
CEO/Manager Partner
Jon Landman
choreographer
Amy Hillner Larson
Co-Chief Creative Officer
Matt Ian
colorist
Brandon Chavez
Digital Producer
Chanel Raquel
Executive Business Affairs Manager
Biba Millstein
Food Consultant
Carolyn Avelino
General Manager
Graham Rothenberg
Global Chief Brand Officer
Sean Tresvant
Group Account Director
Matt Matzen
Head of Marketing Communications
Matt Prince
Head of Social
Nicole Weltman
LINE PRODUCER
Andrea Bernick
Motion Graphics Director
Andrea Senise
Music director
Chip Herter
Music/Lyrics/Production
Emily Bear
Music/Lyrics/Vocals/Vocal Arrangement
Abigail Barlow
Post producer
Courtney Kolloff
Senior Associate Manager, Advertising
Chelle Toulouse
Senior Business Affairs Manager
Kevin Nickels
Senior Director of Publicity
Brendan Bourke
Senior Director, Advertising & Social
Ashley Prollamante
Senior Manager, Advertising
Amanda Barbosa
Senior Post Producer
Heather Stanic
Monica Arnold
Senior Producer
Stone Irr
Social Media Coordinator
Milo Simpson
Social Producer
Joanne Yun
Social Strategy Director
Lauren Murphy
Sound mixer
Cayce Sylvester
SVP/Business Development
Jeff Kilgour
Vocals/Production
Juan Ariza
VP, Global Brand
Taylor Montgomery
Related Awards
