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

The Diapér

Agency Mother / Los Angeles + Goop / Los Angeles

Client Baby2Baby


Active Engagement / Call to Action

Annual ID


About the Work

This is the story of the luxury diaper that killed the luxury diaper tax. Nonprofit Baby2Baby came to us with a problem. In several states, diapers were being taxed as a luxury item, despite being an essential good. So to challenge this absurd luxury tax, we created something even more absurd. A luxury diaper. We launched with Gwyneth Paltrow’s wellness brand Goop, using their reputation of releasing controversial luxury products as a lightning rod. And people freaked out. Seven hours later, Gwyneth herself revealed it was fake. Because if treating diapers like a luxury makes you mad, so should taxing diapers like a luxury. With $0 media spend, the state tax law no one knew about became a trending topic and earned over 150 million impressions, breaking through the abortion ban newscycle of May 2023. But most importantly, following our campaign 4 states dropped their diaper tax, proving that the best way to take on a shitty law is to raise a stink.

2023 Awards

Total Points: 3




Mother / Los Angeles

Media Distribution Company

Goop / Los Angeles

Art Director

Katie Brents


Maddie Rosenberg

Chief Creative Officer

Joe Staples

Creative Director

Jed Cohen

Executive Creative Director

Simon Bruyn


Ari Stewart


Mauricio Barreda

Group Mother

Meghan Ciffone

Head Of Production

Erin Goodsell

Head of strategy

Amaris Singer

Managing director

Romain Naegelen


David Dellamura

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