The One Show
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Category
Stunts & Activations
Annual ID
OS24_SM090M
About the Work
Due to deeply ingrained gender stereotypes, women and female sports pundits face inordinate amounts of discrimination and hateful comments on social media when sharing their views on football. Creating a toxic and uncomfortable environment for fans and professionals alike.
As the official sponsor for both the Women’s and Men’s UEFA Champion Leagues, Heineken® want to challenge these biases and stop these toxic online behaviours. The UEFA club finals in May & June 2023 provided the perfect opportunity to tackle the issue and ensure everyone has an enjoyable and inclusive experience.
To undeniably expose gender bias on social media, we conducted an experiment on X (formerly Twitter) where Jill Scott and Gary Neville, two of Britain’s most famous ex-footballers and current football commentators, secretly switched social accounts during five Champions League. Tweeting their usual opinions, receiving unusual comments. As predicted, Scott’s account received five times more sexist comments
By letting two football commentators secretly switch social accounts, we got people to expose their gender biases in the most clear and undeniable way, while at the same time getting the wider football community to stand behind Heineken’s® belief that football is for all fans.
We developed a social experiment on X (formerly known as Twitter) with Gary Neville and Jill Scott MBE where their opinions about football matches were shared on each other’s accounts for 5 days, recording the sentiment and if there were any sexist abuse responses.
Our hero film explained the swap in a witty way, tackling the issue with humour and revealing the results of the experiment to fans around the world.
A campaign microsite facilitated the distribution of Arwen licences to fans allowing them to filter out toxic messages.
We also ran an earned-centric amplification strategy hitting our 10 key markets.
• 7,800 mentions of The Social Swap across online news and social media
• 94% neutral to positive sentiment
• 230% increase amongst women ‘Heineken Promotes Diversity & Inclusion’
• 122K engagements
• 1.4B+ Impressions
• 35+ countries have shared the content
Paid Social
• 226M Impressions
• 77M campaign film Views at 100% completion
• 42% completion rate
Organic Social
• 1.6M film views
• 2,700 engagements
As the official sponsor for both the Women’s and Men’s UEFA Champion Leagues, Heineken® want to challenge these biases and stop these toxic online behaviours. The UEFA club finals in May & June 2023 provided the perfect opportunity to tackle the issue and ensure everyone has an enjoyable and inclusive experience.
To undeniably expose gender bias on social media, we conducted an experiment on X (formerly Twitter) where Jill Scott and Gary Neville, two of Britain’s most famous ex-footballers and current football commentators, secretly switched social accounts during five Champions League. Tweeting their usual opinions, receiving unusual comments. As predicted, Scott’s account received five times more sexist comments
By letting two football commentators secretly switch social accounts, we got people to expose their gender biases in the most clear and undeniable way, while at the same time getting the wider football community to stand behind Heineken’s® belief that football is for all fans.
We developed a social experiment on X (formerly known as Twitter) with Gary Neville and Jill Scott MBE where their opinions about football matches were shared on each other’s accounts for 5 days, recording the sentiment and if there were any sexist abuse responses.
Our hero film explained the swap in a witty way, tackling the issue with humour and revealing the results of the experiment to fans around the world.
A campaign microsite facilitated the distribution of Arwen licences to fans allowing them to filter out toxic messages.
We also ran an earned-centric amplification strategy hitting our 10 key markets.
• 7,800 mentions of The Social Swap across online news and social media
• 94% neutral to positive sentiment
• 230% increase amongst women ‘Heineken Promotes Diversity & Inclusion’
• 122K engagements
• 1.4B+ Impressions
• 35+ countries have shared the content
Paid Social
• 226M Impressions
• 77M campaign film Views at 100% completion
• 42% completion rate
Organic Social
• 1.6M film views
• 2,700 engagements
2024 Awards
Total Points: 3
Merit
Credits
Agency
Edelman / London
Publicis Italy | LePub / Rome
Creative Director
Martin Jon Adolfsson
Associate Creative Director, Art Direction
Martin Noreby
Associate Creative Director, Copywriting
Simon Lublin
EMEA CCO
Mattias Ronge
Stefan Ronge
Account Executive
Patrick Quirk
Account Manager
Sebastien-Nicolas Chiffrin
Associate Client Director
Harry Zelenka Martin
Client Director
Ethan Tuxford
Earned Creative
Mike Chivers
Senior Project Manager
Samantha Bui
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