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.
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Category
Commerce
Annual ID
OS24_DM096M
About the Work
On January 4th, Calvin Klein released its Spring 2024 Campaign featuring actor from "The Bear" Jeremy Allen White. The campaign got fans around the world talking. But, they weren’t just talking about Jeremy’s abs – they wanted to know more about the red corduroy couch.
Just a couple days later, Facebook reacted by sourcing the exact couch from the CK shoot and listing it on Facebook Marketplace for fans to discover – sending the internet into a frenzy yet again. Is it the actual couch? Yes, Chef!
The listing read “FREE — Red corduroy sofa from famous ripped chef shoot” accompanied by pictures of the sofa on a rooftop in downtown NYC.
The listing went viral. Thousands of inquiries flooded the inbox including offers of peoples souls, kidneys and even a million dollars. And thousands more were talking about it on social. Every publication was writing about it, from People to Eater to Hypebeast and Interview Mag. Even TMZ got Jeremy Allen White himself to comment on it. Everyone wanted this couch.
Facebook sifted through the thousands of inquiries and landed on a deserving recipient. And rather than just handing it off to her out of a moving van, the brand asked Drew Barrymore to do the honors. The talk show host featured the couch on her show for two episodes, conducting celebrity interviews, centering it in conversations with millions of eyeballs watching around the country as she handed it off to the lucky new owner.
With $0 spent on media, production or talent; the activation garnered 2.7 BILLION in earned media impressions with 90% positive sentiment.
Facebook managed to turn Calvin Klein’s internet breaking campaign into a marketing triumph for itself – reminding the world of the magic you can find on Facebook Marketplace.
Just a couple days later, Facebook reacted by sourcing the exact couch from the CK shoot and listing it on Facebook Marketplace for fans to discover – sending the internet into a frenzy yet again. Is it the actual couch? Yes, Chef!
The listing read “FREE — Red corduroy sofa from famous ripped chef shoot” accompanied by pictures of the sofa on a rooftop in downtown NYC.
The listing went viral. Thousands of inquiries flooded the inbox including offers of peoples souls, kidneys and even a million dollars. And thousands more were talking about it on social. Every publication was writing about it, from People to Eater to Hypebeast and Interview Mag. Even TMZ got Jeremy Allen White himself to comment on it. Everyone wanted this couch.
Facebook sifted through the thousands of inquiries and landed on a deserving recipient. And rather than just handing it off to her out of a moving van, the brand asked Drew Barrymore to do the honors. The talk show host featured the couch on her show for two episodes, conducting celebrity interviews, centering it in conversations with millions of eyeballs watching around the country as she handed it off to the lucky new owner.
With $0 spent on media, production or talent; the activation garnered 2.7 BILLION in earned media impressions with 90% positive sentiment.
Facebook managed to turn Calvin Klein’s internet breaking campaign into a marketing triumph for itself – reminding the world of the magic you can find on Facebook Marketplace.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Mojo Supermarket
Brand-Side / In-House Agency
Creative X, Meta
Client / Brand
Group Creative Director
Naz Nazli
Brad Jones
Frank Garcia
Jan Jaworski
Design Director
Camilo De Galofre
Designer
Aarman Roy
Editor
Craig Deardoff
Executive Producer
Spencer Harris
Strategy Director
Nitin Dua
Global Creative / Copywriter
Soham Chatterjee
Senior Art Director
Damian Antonio
Joe Meier
Account Director
Caroline Main
Account Manager
Kaz Bani
Associate Producer
Casey Mattis
Brand Marketing
Angie Gontaruk
Lindsay Dahms
Brand Marketing, Director
Briana de Veer
Brand Marketing, Strategy
Heidi Keel
Executive Communications & Strategic Initiatives
Grace Sellick
Founder & CEO
Mo Said
Global Head of Consumer Marketing
Eshan Ponnadurai
Global Head of Creative
Rodrigo Moran
Group Account Director
Steph Kim
Head of Communications
Hannah Benabdallah
Head of Production
Matt Flaherty
Innovation Lead
Qendrim Hoti
President
Taleah Mona-Lusky
Product Communications
Kate Cichy
Product Social Lead
Lizzie Paulen
Production Designer
Pili Weeber
Project Management Director
Tessa Muchura
Social Creative Lead
Laurise McMillian
VP, Head of Creative
Tom Markham
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