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
Social Post / Multi-Platform Series
Annual ID
OS24_SM053M
About the Work
In 2023, the NFL became the first league to admit their season is scripted. As a way to drive tune-in, we leaned into the internet conspiracy theory and held the 104th season table read. Romance arcs. Bengal tigers. Doinkage. The sexy Dexy. We created 26 unique pieces of content, including 16 hero videos each highlighting different potential storylines for the season to come.
To bring the campaign to life, we utilized a social-first approach and activated the NFL ecosystem at scale to be unmissable in culture. First, we fueled the flames and ensured the conspiracy was top-of-mind with a pre-launch film posted across NFL owned channels: X, Instagram and TikTok, that leveraged conspiracy tropes to tease the campaign, involving players such as Jalen Ramsey and Ja’Marr Chase. After ensuring the conspiracy was top of mind, we launched our suite of films across social (X, Instagram and TikTok), broadcast and streaming. We then drove further impact and conversation by amplifying the message across player social channels, club social channels and influencer socials, with 51 pieces of unique influencer content from pop culture icons such as Lil Wayne, Post Malone, Anitta and Cuco posting to their Instagram accounts with their own personal ‘Season 104’ scripts.
In this campaign, we showed up differently, played with our mythos, and moved at the speed of culture, all while proving: you can’t make this stuff up, no matter how hard you try.
To bring the campaign to life, we utilized a social-first approach and activated the NFL ecosystem at scale to be unmissable in culture. First, we fueled the flames and ensured the conspiracy was top-of-mind with a pre-launch film posted across NFL owned channels: X, Instagram and TikTok, that leveraged conspiracy tropes to tease the campaign, involving players such as Jalen Ramsey and Ja’Marr Chase. After ensuring the conspiracy was top of mind, we launched our suite of films across social (X, Instagram and TikTok), broadcast and streaming. We then drove further impact and conversation by amplifying the message across player social channels, club social channels and influencer socials, with 51 pieces of unique influencer content from pop culture icons such as Lil Wayne, Post Malone, Anitta and Cuco posting to their Instagram accounts with their own personal ‘Season 104’ scripts.
In this campaign, we showed up differently, played with our mythos, and moved at the speed of culture, all while proving: you can’t make this stuff up, no matter how hard you try.
2024 Awards
Total Points: 3
Merit
Credits
Agency
72andSunny / Los Angeles
Client / Brand
National Football League
Production Company
Biscuit Filmworks
Creative Director
Jason LaFlore
Matt Turnier
Justin Batten
Executive Creative Director
Zach Hilder
Producer
Laura Ferguson
Shareef Achekzai
Group Strategy Director
Clare Hines
Senior Producer
Danny Nouri
Senior Strategist
Sammy Springer
Brand Coordinator
Izzy Berouty
Brand Director
Katie Martin
Brand Manager
Jake Wilmink
Founder & Creative Co-Chair
Glenn Cole
Global Awards Director
Noelle Keeley
Group Brand Director
Shane Chastang
Head of Corporate Communication
Meghan Hubert
Head of Production
Nicole Haase
Partnerships & Legal Manager
Casey Brown
Marty Cole
Senior Writer
Ken Syme
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