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 - Out of Home

Public Displays of Encouragement

Agency TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD

Client Apple

Category

Craft / Writing

Annual ID

OS23_OH008G

About the Work

To drive awareness and conversation around Emmy award-winning comedy series Ted Lasso and the TV+ streaming service, TBWA\Media Arts Lab launched a campaign to support the U.S. Men’s National Soccer Team as they head to the biggest soccer tournament in the world. 27 personalized, handwritten letters were made for every player on the USMNT, including their head coach. Written in partnership with the show’s writers, each message was chock full of the classic Ted Lasso wit and charm fans know and love. These letters were blown up jumbo-sized and placed on full display in each player’s hometown—on billboards, high schools, and even on side of a 200 year old barn. Even though Ted’s letters went up in out-of-home, his words of encouragement were designed to be read on social platforms, like Twitter and TikTok. With the official roster announcement, Ted’s messages began appearing all across America. Immediately, the internet began sharing them on social, hunting them down and posting new boards as they were discovered. The team seeded the story to press outlets in each local market with a USMNT player. Local news covered their player’s story, then national news picked up the entire campaign as social conversation continued throughout. Finally, the campaign ended with posts from the @TedLasso and @TheCoachBeard twitter sharing every single message along with a video with talent in character offering one last good luck before the matches start. The campaign had over 2.2B PR impressions and $20M in earned media. Covered in over 700 articles, Ted’s messages were the most written about tournament activation and the most engaging campaign for US soccer. Ultimately, the real win was Ted Lasso helping the USMNT make it past the group stages proving anything is possible if you just believe.

2023 Awards

Total Points: 45

Credits

Agency

TBWA\Media Arts Lab / Los Angeles

Client / Brand

Apple / Cupertino

Media Distribution Company

OMD

Chief Creative Officer

Brent Anderson

Creative Director

Colin Snow
Rhodney Viray

Executive Creative Director

JD Jurentkuff

Executive Producer

Karen Jean

Account Director

Eneida Elenes

Associate Creative Director

Jon Klein
Luis Aguilera

Senior Art Director

Brian Kim

Senior Copywriter

Daniel Litzow

Chief Communications Officer

Marianne Stefanowicz

Management supervisor

Cameron Brown

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