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.
Learn more about The One Show 2026
Category
Innovation / Use of Media in Film
Annual ID
OS24_FI039B
About the Work
People trick themselves into thinking their eyes are good enough until something forces them to realize they’re not. In fact, 84% of Americans say vision is their most important sense, but less than 50% get annual eye exams. Why? From booking an exam to buying a new pair of glasses, the category can feel needlessly complex. So people put it off.
Our mission: take vision from out of sight to top of mind by creating an eye test that people won’t tune out - because they don’t know it’s happening.
“Bed Test” is inspired by Japanese horror and performed entirely in Japanese, despite running exclusively in the United States. That means it requires subtitles to be understood by its primarily English-speaking audience. The twist: the subtitles get increasingly smaller and smaller as the story progresses, mimicking the structure of a traditional Snellen eye test. The last subtitle requires 20/20 vision to read. As a result, we used the medium to give people an eye test they didn’t realize was happening until it was over, creating the world’s first eye test within a commercial.
We ran “Bed Test” where the stakes are high for vision: in cinemas and during popular TV shows. Because “Bed Test” is essentially a commercial disguised as a film, we were able to use the placements to give people an eye test without them tuning out, while raising the question of whether you’re seeing that $25 movie or your favorite TV show as well as you think you can.
Our mission: take vision from out of sight to top of mind by creating an eye test that people won’t tune out - because they don’t know it’s happening.
“Bed Test” is inspired by Japanese horror and performed entirely in Japanese, despite running exclusively in the United States. That means it requires subtitles to be understood by its primarily English-speaking audience. The twist: the subtitles get increasingly smaller and smaller as the story progresses, mimicking the structure of a traditional Snellen eye test. The last subtitle requires 20/20 vision to read. As a result, we used the medium to give people an eye test they didn’t realize was happening until it was over, creating the world’s first eye test within a commercial.
We ran “Bed Test” where the stakes are high for vision: in cinemas and during popular TV shows. Because “Bed Test” is essentially a commercial disguised as a film, we were able to use the placements to give people an eye test without them tuning out, while raising the question of whether you’re seeing that $25 movie or your favorite TV show as well as you think you can.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Leo Burnett / Chicago
Media Agency
Connect at Publicis Media / Chicago
Epsilon / Chicago
Client / Brand
Visionworks / San Antonio
Production Company
PXP Studios / Chicago
RadicalMedia / New York
Music / Sound Production Company
Beacon Street Studios / Venice
Chief Creative Officer
Britt Nolan
Chief Marketing Officer
Wendy Hauteman
Creative Director
Krystyn Campbell
Matt McCabe
Director
Steve Miller
Director of Photography
Eric Schmidt
Editor
Nikki Vapensky
Executive Creative Director
Brian Shembeda
Executive Producer
Mike Gill
Gregg Carlesimo
Don Avila
Strategist
Sean Logan
Assistant Editor
Jorge Martos
Senior Art Director
Erika Kent
Senior Copywriter
Kevin Murray
Senior Producer
Trevor Battaglia
Joe Naranjo
Sarah Tomick
SVP, Executive Producer
Tom Keramidas
VP, Strategy Director
Lisa Ivy
Account Director
Lindsay Hrack
Account Executive
SeVohn Hunter
Associate Director, Media Strategy
Lana Wombolt
Associate Director, Performance Media
Colin Sweeney
Creative Resource Manager
Ellie Marschinke
Director, Client Development
Gwen LaSalle
Director, Media Strategy
Diana Hoskins
Teri Grimes
Director, Performance Media
Janna Sarco
Director, Video Investment
Rory Manson
Editorial & Finish
Hootenanny / Chicago
EVP, Head of Business Leadership
Mark Burgess
EVP, Head of Integrated Production
Ashley Geisheker
EVP, Managing Director
Trina Potter
Flame Assistant
Matt Stuchly
Flame Finish
Eddie Loera
Jim Annerino
Line Producer
Matt MacLennon
Manager, Performance Media
Amanda Cross
President
Greg Hare
Senior Account Manager
Sarah King
Senior Audio Producer
Jason Ryan
Senior Manager, Brand & Integrated Marketing,
Jennifer Margolis
Service Production Company
Circle / Vancouver, BC
SVP, Account Director
Sarah Kaminsky
SVP, Marketing
Stan Lippelman
Vice President, Client Development
Liane Gonzalez
VP, Customer Experience & Digital Marketing
Sean Breckenridge
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