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
Influencer Marketing / Multi-Channel
Annual ID
OS23_SM107M
About the Work
The 2022 Super Bowl Halftime Show featured 5 of the most legendary rappers in history: Dr. Dre, Kendrick Lamar, Eminem, Mary J Blige and Snoop Dogg. Knowing the world's attention would be on the show we partnered with the one rapper left out—Lil Dicky—who is known for his subversive rap videos (with billions of views) inserting him into this iconic moment with the world’s first Gopuff Quartertime Show. Beating the Halftime Show to the punch was the perfect way to demonstrate that Gopuff delivers faster. The campaign launched in PR and social with teasers that promoted the Quartertime Show leading up to the Super Bowl. The show itself, a musical spectacle, dropped between the first and second quarters of the game on Lil Dicky’s YouTube Live, Twitter Live and Instagram channels to his millions of fans. We masterminded deals with some of the biggest celebrities on the planet that have their own products on Gopuff—Kendall Jenner, Selena Gomez, Cardi B—featuring them in the show for access to their collective social audiences of over a billion people. These partnerships created a massive media moment and a real-time second-screen experience that had millions of people interacting and experiencing Gopuff.
The inaugural Quartertime Show reached more people than the Super Bowl and created an entirely new media and entertainment platform that brands pay to be a part of. The Quartertime show exceeded expectations. Consumers loved it. 78% of those who watched it said they loved the comedy, entertainment, and uniqueness of the concept. It was the most successful campaign in the brand’s history, making Gopuff famous overnight. All without buying a spot!
-239 million campaign views (more than reached the Super Bowl itself)
-53.5% increase in revenue
-498% increase in social engagement
-177% increase in social mentions
-101% increase in app downloads
2023 Awards
Total Points: 3
Merit
Credits
Agency
Mirimar / Venice
Client / Brand
Gopuff / Philadelphia
Production Company
PRETTYBIRD / Los Angeles
Designer
Miguel Delcan
Director
Kitao Sakurai
Director of Photography
Brian Lannin
Editor
Chan Hatcher
Taylor Walsh
Executive Creative Director
Nick Morrissey
Ty Stafford
Executive Producer
Adam Becht
Producer
Carr Donald
KC Dossett
Katy Lester
Sound Designer
Gus Koven
2D
Gareth Parr
Rob Winfield
Steve Gibbon
Susanne Scharping
APAC Head of Creative
Dave Bowman
Art Director, Content
Ely Arce
assistant editor
Tara Wall
Brand manager
Sophie Novick
Business Affairs
Cindy Lewellen
Chief of Staff
Karly Bader
Chief Strategy Officer & Partner
Meredith Chase
Color Producer
Alexandra Lubrano
colorist
Sean Coleman
Sofie Borup
Composition/ Music Editing
Houston Fry
Creative / Art Direction
Bella Davis
James Kunzler
Creative / Copywriting
Winston Farley
Creative Director / Art Direction
Eron Broughton
Creative Director/ Co Founder
Kelly Bayett
Cutting Assistant
Dusten Zimmerman
Director of Creator Marketing
Maurice Aouad
Director of production
Tracy Hauser
Executive Vice President & Communications
Matt Molino
Founder & Chief Creative Officer
John Mckelvey
Founder & Managing Director
Luke McKelvey
Group Account Director
Mandy Wakimoto
Molly Barela
Head of Brand Marketing
Jesssica Lauria
Head of Business Development
Marshall Osborne
Head of Category Marketing
Michael Raspatello
Head of Content Production
Kadie Gomez
Head of Creative Partnerships
Kevin Babcock
Head of Creative Services
Joseph Jones
Head of Integrated Brand Marketing
Catherine Schenquerman
Head Of Production
Dieter Lebbe
Heather Brown
Illustration & Design
Leo Zarosinski
Managing Partner
Carr Schilling
Mix
Mikkel Franklin
Partner/Executive Creative Director
Tim Davis
Partner/Senior Executive Producer
Sue Troyan
Producer (Atlanta)
Donald Williams
Production Designer
Kai Boydell
Production Supervisor
Nick Shandra
Senior Color Producer
Matt Moran
SENIOR PRODUCER
Holly Fisher
Paymon Parsia
James Chang
Sam McGrane
Senior Project Manager
Lindsey Reynolds
Senior Strategist
Haley Gordon
Senior VFX Producer
Jami Schakel
SVP Business
Dan Folkman
Talent/Music
Lil Dicky
Vice President / Executive Producer
Suzanne Hargrove
Vice President, Strategy
Greg Aldridge
VP Global Marketing & Communications
Erica` Matthews
Wardrobe stylist
Romy Itzigsohn
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