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

Veteruns 100K

Agency GUT / Los Angeles + Call of Duty: Endowment / Santa Monica + Bot Animation / Alpharetta

Client Call of Duty


Active Engagement / Call to Action

Annual ID


About the Work

Call of Duty's non-profit program has helped veterans land high-quality jobs after their retirement. In 2022, they reached the 100K milestone of veterans who benefitted from this plan. So, to celebrate these veterans, we did what many non-profits do: we hosted a charity race. But instead of our race taking place on a track, it happened inside Call of Duty - the most popular video game in the world. The “Veteruns 100K” charity race started on Memorial Day, and for the first time ever, we asked players to drop their guns and run for our veterans. For every 10km that people ran, Activision donated $1 towards the Endowment Program—helping the next 100K veterans. Call of Duty's proprietary system automatically tracked the number of kilometers each player ran. We even partnered with Twitter and used the data to create personalized messages for every player. Players also got rewarded with different in-game items for every checkpoint they crossed. After 10 days, 8 million unique gamers participated in Veteruns 100K, running a total of 227.6 million kilometers. We raised over one million dollars to help the next 100,000 veterans, making Veteruns 100K the biggest and the most successful charity race in history.

2023 Awards

Total Points: 3




GUT / Los Angeles

Client / Brand

Call of Duty: Endowment / Santa Monica

Production Company

Bot Animation / Alpharetta


Wonsik Cho

Chief Creative Officer

Pelle Sjoenell

Chief Marketing Officer

Fernando Machado

Executive Creative Director

Ariel Abramovici
Bruno Acanfora

Executive Producer

Jack Cutler


Solana Froment

Associate Director Digital Marketing

Brian Shanahan

Associate Director of Engineering at Activision Blizzard

Raghu Harwadekar

Chief Intelligence Officer

Christian Pierre

Chief of Staff to the Chief of Marketing Officer at Activision Blizzard

Michael Maggitti

Co-Founder & Creative Chairman

Anselmo Ramos

Creative Development Manager

Carolina Perez

Director, Corporate Social Responsibility & Call of Duty Endowment Marketing

Helene Imperiale

Engineering Manager, Front End Development at Activision

David Villatoro

Executive Director for Call of Duty Endowment & Vice President at Activision Blizzard

Dan Goldenberg

Front End Developer at Activision

Luis Gomez

Front End Engineer at Activision

Cristina Lester

Gaming Analyst

Carlos Encalada

Global Chief Strategy Officer & Partner

Fernando Ribeiro

Group Account Director

Monique Beauchamp Estrella

Head Of Production

Renata Neumann

Head of Resourcing

Junia Parodi

Management supervisor

Vivienne Pestana

Managing Director, Global Chief Client Officer & Partner

Carmen Rodriguez

Motion Graphic Designer

Xavier Arteaga

North America CCO & Global Partner

Juan Javier Peña Plaza
Ricardo Casal


Neil Wood

Production Coordinator at Activision

Mia Lucille Ramos

Quality Assurance Lead

Nate Young

Senior Data Analyst - Player Science at Activision

Garrett Hammond

Senior Director of Production - Call of Duty at Activision

Scott Krager

Senior Director, Corporate Communications at Activision Blizzard

Kelvin Liu

Senior Director, Head of Digital / Social Marketing for Call of Duty

Matt Gilhooley

Senior Manager, Multi-Franchise Communications, EMEA at Activision Blizzard

Azia Calderhead

Senior Producer at Activision

Jonathan Butcher

Senior Software Engineer at Activision Blizzard

Kris Davidsohn

Senior Talent Professional

Lily Torres

Senior Talent Sourcer - Activision Blizzard

Jagadish Kagitala

Social Community Manager

Dex Badgett

Social Engagement Marketing Manager

Grace Dustin

Related Awards





Follow Us