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
Livestream
Annual ID
OS23_SM005G
About the Work
9 years ago we took away Lime flavor and pissed off a lot of Skittles fans. To finally re-launch Lime flavored Skittles, we decided to use something pretty unusual for a brand - all the online anger and hate directed at us. After all, nothing shows the love for something like the anger when its taken away. So we literally apologized to everyone who ever complained – all 138,880 of them. Individually. Offering personal apologies live on Twitch, on Twitter, on billboards in Times Square and with a post listing every single personal we’d wronged that took over 10 hours to read. And not just an empty apology. We sent everyone free Lime Skittles. Re-launching Lime Skittles by acknowledging our mistake in the most absurdly personal corporate apology ever.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
DDB / Chicago
DDB / New York
Client / Brand
Mars / Chicago
Production Company
Picrow / Los Angeles
Chief Creative Officer
Ari Weiss
Rodrigo Jatene
Chief Marketing Officer
Sarah Long
Director
Fatal Farm
Director of Photography
Jeff Powers
Editor
Matt Badger
Executive Creative Director
Colin Selikow
Executive Producer
Annie Larimer
Anthony Ficalora
Dal Wolf
Kristin Angeletti
Group Creative Director
Paulo Junger
Ross Saunders
Producer
Madison Amalfitano
Ryan Smith
Account Supervisor
Vivien Marafko
Chief Executive Officer
Andrea Diquez
Head of Production
Matt Blitz
Project Manager
Buky Ogunleye
2D Lead/Online
Julio Leon
assistant editor
Tara O'Sullivan
Business Manager
Kathy Cosgrove
Chief strategy Officer
milo chao
Color Assistant
Zoe Rain Lambert
Color Producer
Dan Butler
Laurie Adrianopoli
colorist
Bree Brackett
Global Brand Lead
Jasmine Jabbour
Global Business Director
Varsha Kaura
Global Deployment Director
Amanda Krause
Global Head of Brand Content & Media
Rankin Carroll
Global Operations Director
Eli Velez
Global Segment Lead
Frances Gaillard
Global Strategy Director
Josh Drueck
Head of Studio
Brian Winterton
LINE PRODUCER
Peter Sprouse
Manager, Brand & Content
Chris Bendeck
Senior Associate Brand Manager, Skittles
Danielle Dos Santos
Senior Manager, Brand & Content
Chanel Gant
Senior Manager, Skittles
Fernando Rodrigues
SENIOR PRODUCER
Alethya Luiselli
Senior VP, Brand & Content
Marissa Beck
Sound Design & Mix
David Axelbaum
Studio Manager
Tom Syoen
Tommy Lombardi
VFX EP
Gretchen Praeger
VFX Producer
Kate Smith
Vice President of Marketing, US Fruit Snacks Portfolio
Justin Hollyn-Taub
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