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 - Social Media

Prime Night

Agency Amazon / Seattle + m ss ng p eces

Client Amazon



Annual ID


About the Work

Amazon's Prime Day is the biggest 2-day sales event in the world, but 75% of people 40 and under shop at night. To tap this audience of late-night shoppers, we created: Prime Night— a first-of-its-kind, all-night live event on TikTok between day 1 and day 2 of Prime Day. We assembled 12 of TikTok's biggest, best-loved, most random stars and set out to fill 6 back-to-back hours of live content—TikTok's longest sponsored live of all-time. Through live skits, interactive games, musical numbers and outright chaos we entertained viewers in the middle of the night, while reminding them that Amazon Prime Day was still going on with the best deals. In the end, we garnered a whopping 40.7M impressions, 850K viewers, and +750K engagements. Plus, it was TikTok's most successful global livestream in terms of Click Through Rate at 70%. Proof that the best deals on Prime Day never sleep.

2023 Awards

Total Points: 3



Internal / In-House Agency

Amazon / Seattle

Production Company

m ss ng p eces


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