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Category
Influencer Marketing / Multi-Channel
Annual ID
OS24_SM019S
About the Work
CeraVe skincare was going to its first Super Bowl. The goal was for everyone to know it is developed with dermatologists. The problem though was, the Super Bowl is packed with A-List celebrities. And Dermatologists are (how do we put this nicely…) not as alluring as celebs.
So we re-wrote the Super Bowl Playbook with a first-of-its-kind campaign. While most brands tease their spot a week before the game, we took a social-first approach and spent the month leading up to the game spreading a conspiracy theory which stemmed from social listening that CeraVe was developed by Michael Cera.
But we had a big problem: Michael Cera isn’t on social media. So how could we get this conspiracy online when our celebrity wasn’t there?
We meticulously planned a robust approach that put influencers in the front seat and leveraged the social and earned media to get the word out. We began with a fleet of 450 influencers fueling this speculation. Then rather than using CeraVe social to promote the conspiracy, we denied it. Which, in turn, garnered international buzz. Everyone wanted to know what was going on between Cera and CeraVe. Before the Super Bowl had even started, CeraVe – with over 9 Billion impressions – had already won the game.
While most brands rely on the spot, ours was used as the culmination of “ultra meta prolonged marketing campaign” (NYTimes). It was hailed as a “Masterclass” (adweek). Held the #1 share of voice during the game. The most effective brand on TikTok (David). It now has 30 Billion earned impressions which has yielded a 25% increase in CeraVe sales.
So we re-wrote the Super Bowl Playbook with a first-of-its-kind campaign. While most brands tease their spot a week before the game, we took a social-first approach and spent the month leading up to the game spreading a conspiracy theory which stemmed from social listening that CeraVe was developed by Michael Cera.
But we had a big problem: Michael Cera isn’t on social media. So how could we get this conspiracy online when our celebrity wasn’t there?
We meticulously planned a robust approach that put influencers in the front seat and leveraged the social and earned media to get the word out. We began with a fleet of 450 influencers fueling this speculation. Then rather than using CeraVe social to promote the conspiracy, we denied it. Which, in turn, garnered international buzz. Everyone wanted to know what was going on between Cera and CeraVe. Before the Super Bowl had even started, CeraVe – with over 9 Billion impressions – had already won the game.
While most brands rely on the spot, ours was used as the culmination of “ultra meta prolonged marketing campaign” (NYTimes). It was hailed as a “Masterclass” (adweek). Held the #1 share of voice during the game. The most effective brand on TikTok (David). It now has 30 Billion earned impressions which has yielded a 25% increase in CeraVe sales.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy PR / New York
Media Agency
Bcl
Music / Sound Production Company
Leland Music
Chief Creative Officer
Samira Ansari
Creative Director
Alex Holm
Avi Steinbach
Director
Eric Wareheim
Tim Heidecker
Editor
Ian Mackenzie
Global Chief Creative Officer
Liz Taylor
Assistant Editor
Zach Gentry
Content Creator, Social
Allison MacIntosh
Group Executive Producer
Marisa Bursteen
NA Head of Social
Christine Cotter
President, CCO of North America
Chris Beresford-Hill
Senior Art Director
Frans Ahlberg
Senior Copywriter
Aron Ramstedt
Senior Producer
Regan Wallace
Social Associate Creative Director
Victoria Treble
Sr. Social Strategist
Ben Greengrass
Olivia Preut
Account Supervisor
Mia Kain
Sally Gibb
Assistant Global Manager of Advocacy & Influence
Hannah Feldman
Associate Design Director
Christina Hillman
Associate Director of Data Strategy
Diana Budman
AVP of Marketing for CeraVe US
Katie Berman
Color
Blacksmith
Community Manager
Victoria Masterson
Creative
Rachel Frederick
Director Community Management & Engagement
Kristina Prickett
Director of Media for CeraVe US
Najee Stephenson
Director Operations & Delivery
Lisa Boyd
Executive Group Director
Liesl Lipford
General Manager of CeraVe US
John Reed
Global Chief Executive Officer, Ogilvy PR
Julianna Richter
Global Director of Digital Strategy & Head of Influencer
Allen Ortega
Global Director of PR
Maud Guerin
Global General Manager of CeraVe
Melanie Vidal
Global Head of Digital Marketing, SVP for CeraVe
Adam Kornblum
Global Senior Manager of PR
Christine Alkhawam
Head of Professional Marketing for CeraVe US
Tom Allison
Influence Associate Director
Sherri Schubert
Influencer Relations Partner
Bpcm
Influencer Seeding Partner
Obviously
Influencer Strategist
Yasmin Koo
Managing Director
Tina Galley
Mix
HeardCity
NA Head of Influence
Ansley Williams
NA Head of Production Services
Jessica Nugent
NA Head of Production, Ogilvy
George Sholley
President
Darla Price
President Ogilvy PR, Social & Influence
Charlotte Tansill
Principal Experience Designer
Catalina Vela
Program Director
Alan Gutman
Senior Manager of PR for CeraVe US
Niya Parikh
Senior Manager of Social Media for CeraVe US
Amanda Hoo
Senior Social Analyst
Sakshi Kabra
Senior Vice President, PR
Kappie Kopp
Stefanie Schmit
Social Data Analyst
Grace Fertenbaugh
Sr. Influencer Strategist
Olivia Prendergast
Vice President, PR
Vanessa Legutko
Visual Effects
Blacksmith
VP of Marketing for CeraVe US
Jasteena Gill
VP, Planner
Carlos Dorenbaum
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