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 Social Media
Annual ID
OS24_SM123M
About the Work
On any given day, a person has tens of thousands of TV shows available to watch at the click of a button. Finding and choosing the right show can feel like an impossible task, especially when you haven’t even heard of most of what’s out there.
So in the week leading up to the season finale of Silo—a critically-acclaimed sci-fi series starring Rebecca Ferguson—Apple TV+ needed to break through the noise on social and really make people notice and watch their show.
While all the other networks and streamers posted clips and gifs from their shows, we decided to use the brand new Twitter/X feature that allows for video uploads up to 2 hours in length—and posted the entire first episode of Silo on Twitter/X in one single post.
Has any streamer or network done this before? No.
Has any streamer or network done this since? No.
It was a first from a company known for firsts—and the bold move paid off. This single, organic post generated over 58 million impressions and 2 million engagements. And was Apple TV’s best performing post on Twitter/X, ever.
In the end, a single, organic social post not only helped people find their next favorite show without leaving their favorite social app, but also drove interest in subscribing to Apple TV+ to watch the rest of the series…and maybe even discover another great show to watch after Silo.
So in the week leading up to the season finale of Silo—a critically-acclaimed sci-fi series starring Rebecca Ferguson—Apple TV+ needed to break through the noise on social and really make people notice and watch their show.
While all the other networks and streamers posted clips and gifs from their shows, we decided to use the brand new Twitter/X feature that allows for video uploads up to 2 hours in length—and posted the entire first episode of Silo on Twitter/X in one single post.
Has any streamer or network done this before? No.
Has any streamer or network done this since? No.
It was a first from a company known for firsts—and the bold move paid off. This single, organic post generated over 58 million impressions and 2 million engagements. And was Apple TV’s best performing post on Twitter/X, ever.
In the end, a single, organic social post not only helped people find their next favorite show without leaving their favorite social app, but also drove interest in subscribing to Apple TV+ to watch the rest of the series…and maybe even discover another great show to watch after Silo.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative New York
Creative Director
Ashley Tyra
Bruno Ribeiro
Executive Creative Director
Bridget Jewell
Writer
Jane Stolar
Sam Stryker
Chief Creative Officer, Dentsu Creative US & Hispanic LATAM
Rafael Rizuto
Apple TV+ Social Lead
Marcus Andrew
Apple TV+ Social Producer
Kiana Grant
Head of Apple TV+ Marketing
Ricky Strauss
Head of Apple TV+ Social
Liz Selby
Senior Strategist, Social Marketing & Strategy
Shelby Jacobs
Strategy
Morgan McQuay
Sam Lurie
Yosub Kim
VP, Client Leadership
Katy Wellhousen
Related Awards
