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 Design
Annual ID
OS24_DE162M
About the Work
It’s a proven fact that adopting a dog makes people happier, so we set out to reach potential adopters who were seeking a little happiness. But where could we find them? On the one platform where we knew people went to feel good - Spotify. We discovered that ‘Feel Good’ Playlists on Spotify had millions of listeners. Here were millions of people looking for a boost of happiness, when adopting a dog would provide them a lifetime of joy. So we partnered with owners of the most popular ‘Feel Good’ playlists and got them to swap out the normal playlist artwork for artwork featuring real adoptable rescue dogs, and a CTA to adopt on Adoptapet.com. We also turned the album covers into OOH and placed real records in record stores. These featured a QR code linking to the dog’s profile, eliciting a direct response throughout all mediums.
2024 Awards
Total Points: 3
Merit
Credits
Agency
BBDO / New York
Chief Creative Officer
Matt MacDonald
Designer
Jong Yeu Wu
Executive Creative Director
Humberto Fernandez
Chairman, Worldwide Chief Creative Officer
David Lubars
EVP, Executive Creative Director
Peter Kain
Group Executive Producer
Becky Burkhard
SVP, Creative Director
Jim Connolly
SVP, Senior Creative Director
Bart Mol
Account Executive
Grace Engler
Assoc. Art Producer
Cleo Montagnana
Data Analyst
Andrew Postman
EVP, Director of Data Solution
Steve Viglione
EVP, Senior Account Director
Sally Nathans
Gaffer / BTS Video
Michael Lisnet
Global Client Creative Lead
Luiz Sanches
Group Planning Director
Annemarie Norris
Illustrator / Designer
Aaron Lowell Denton
Influencer Lead Creative
Lucy Bennett
NY Photographer / Videographer
Billy Siegrist
PR Agency
Weber Shandwick
Project Management Director
Mark Lester
Senior Business Affairs Manager
Shelly Bloch
Senior Connections Planner
Carly Duris
Senior Producer / Agent
Aubrey Halloran
SVP, Head of Connections Planning
Enda Conway
VP, Account Director
Caitlyn Norling
VP, Group Director of Marketing Science
Derek Zimmerman
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