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
User-Generated Content
Annual ID
OS23_SM034B
About the Work
Mobile payment apps like Venmo have high awareness amongst Millennials but weren't authentically connecting with Gen Z. Cash App saw an opportunity to build real relationships with them. The insight? Gen Z doesn’t just use Cash App as a money transfer app. They use it to stay connected with their friends – pooling money for their adventures, splitting the costs of meals and raising money to take on new projects.
The idea? Truth, Dare or Dollar – a branded TikTok Effect invited friends to play a game of Truth or Dare with a fun Cash App twist. Friends encouraged friends to take turns spilling tea, completing mischievous dares or sending each other money each time they wanted out. ATTN: and Cash App activated real social circles made up of creators known for their collaboration and friendship with one another, including beloved Gen Z creators like@pierson, @lexibrookerivera and @dtay.known and more.
Truth, Dare, or Dollar generated 106M reach in views with 239K+ engagements (total clicks on the effect), exceeding performance benchmarks for Video Creation by 28%. 17.3k earned organic posts were created – including organic posts by creators such as @tuckercomedy (2.7M followers) and @noahglenncarter (6.7M followers). Cultural relevance and participation were high. The average person who engaged with the branded filter spent nearly 2.5 minutes playing the game. In total, 23,308 hours were spent with the branded effect on the platform.
In a social economy where capturing attention is harder than ever, ATTN: took a classic game and gave it a unique brand spin, but Cash App’s integration wasn’t self-serving – it was utility. Having the option to Cash App your way out upped the stakes of the game, giving people a playful out when they didn’t want to spill the tea or complete a dare.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Attn:
Client / Brand
Cash App
Creative Director
Ally Bernstein
Designer
Ezell Brown
Sidney Ocampo
Group Creative Director
Brad Jones
Casting Director
Cameron Choate
Design Director
Joel Woodman
Animation Director
Evan McEneaney
Brand Creative Director
Andrei Chahine
Brand Lead
Will Simpson
Brand Marketing
Tracey Russo
Brand Media Lead
Derek Lu
Clearance Coordinator
Kathryn Weisz
Co-founder
Jarrett Moreno
Creative Producer
Lizz Warner
General Counsel
Shyla Brown
Growth Marketing Lead
Anthony Koh-Bell
Head of Growth Marketing
Dyan Khor
Head of Sales - West
Mike Matzke
Managing director
Ray Kang
Program Director
Talia Nutting
Senior Campaign Strategist
Evelyn Nila
Senior Editor
David Palmeri
Senior Project Manager
Lizzy Berdoff
Social Marketing Lead
Maggie Rummel
Maria Butt
Sr. Motion Designer
Shana Nielsen
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