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
Integrated / Omnichannel Campaigns for Good
Annual ID
OS24_IG044M
About the Work
1 in 8 women will get breast cancer.
To bring awareness to the startling statistic this past October Hungry Howie’s removed one slice from their pizzas (which have 8 slices) to represent the 1 in 8 women we could lose. It became an impactful visualization of the data point—a simple pie chart in a familiar place, with an unexpected twist and a whole lot of meaning behind it. They removed it on billboards, their menus, pizza boxes, circular ads, and most notably from real customers’ pizza orders, capturing their reactions in a video that served as the centerpiece of the campaign. Hungry Howie's used a moment of their customers’ confusion, irritation, and anger intended for a missing slice of pizza, and redirected it toward something we should all be confused, irritated, and angry about: The fact that women are still being diagnosed with breast cancer at this alarming rate.
To bring awareness to the startling statistic this past October Hungry Howie’s removed one slice from their pizzas (which have 8 slices) to represent the 1 in 8 women we could lose. It became an impactful visualization of the data point—a simple pie chart in a familiar place, with an unexpected twist and a whole lot of meaning behind it. They removed it on billboards, their menus, pizza boxes, circular ads, and most notably from real customers’ pizza orders, capturing their reactions in a video that served as the centerpiece of the campaign. Hungry Howie's used a moment of their customers’ confusion, irritation, and anger intended for a missing slice of pizza, and redirected it toward something we should all be confused, irritated, and angry about: The fact that women are still being diagnosed with breast cancer at this alarming rate.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Doner
Doner Partners Network
Client / Brand
Hungry Howie's
Production Company
Wolfgang / Los Angeles
Art Director
Simon Post
Chief Creative Officer
Colin Jeffery
Copywriter
Lucas Gustafson
EVP, Executive Creative Director
Justin Bilicki
Intern, Art Director
Megan Bouren
VP, Creative Director
Carla Butwin
Joe Ciccarelli
VP, Managing Executive Producer
Michael Stark
Associate Director, Digital Strategy
Katie Pavlak
Associate Project Manager
Cheyenne Bibee-LaCentra
Digital Marketing Director
Brian Wirth
Director of Brand Creative
Michael Bouren
EVP of Marketing
Rob Elliott
Manager of Advertising
Samantha Samantha Hebel
Senior Account Executive
Aaliyah Meyers
SVP, Account Director
Kelly Finnigan
VP, Account Director
Brittany Jelsone
VP, Marketing & Product Development
Jeff Rinke
Related Awards
