The One Show
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Category
Experiential & Immersive for Good
Annual ID
OS24_EX076M
About the Work
The rapid growth of the food delivery industry has brought convenience for thousands of consumers. However, food delivery workers are an essential workforce who are often marginalized and mistreated. While third-party delivery apps prioritize consumer convenience, they neglect the well-being of these workers who endure harsh conditions—performing physically demanding tasks in extreme weather without access to basic amenities like restrooms or shelter. Recognizing this disparity, Chick-fil-A took action to prioritize the care and recognition of this often-overlooked workforce. They launched The Brake Room—a dedicated rest station exclusively for food delivery workers. This sanctuary was meticulously designed to cater to their specific needs, offering a comfortable space to rest, access restroom facilities, recharge devices, and connect with peers, all at no cost.
The initiative was born from comprehensive research, delving into the daily struggles faced by delivery workers. Stories emerged of denied restroom access, seeking unsafe spots for meals, and systemic disregard for their safety. Chick-fil-A's response went beyond words, focusing on action-oriented PR. Their campaign aimed not only to uplift delivery workers but also to raise awareness and garner respect for their contributions. Leveraging various channels—OOH advertising, digital outreach, and partnerships with delivery apps—the launch of The Brake Room made a significant impact.
The response from delivery workers was overwhelmingly positive—99% felt genuinely cared for, and all confirmed that The Brake Room met their needs. The initiative generated substantial media attention, accumulating 1.8 billion media impressions and $10.5 million in earned media value. The New York Times documented its profound impact, prompting other industry players like Grubhub to announce similar worker-centric rest stations. Word-of-mouth buzz further amplified its significance, solidifying The Brake Room's status as a transformative initiative that champions worker welfare and elevates public awareness of this crucial workforce.
The initiative was born from comprehensive research, delving into the daily struggles faced by delivery workers. Stories emerged of denied restroom access, seeking unsafe spots for meals, and systemic disregard for their safety. Chick-fil-A's response went beyond words, focusing on action-oriented PR. Their campaign aimed not only to uplift delivery workers but also to raise awareness and garner respect for their contributions. Leveraging various channels—OOH advertising, digital outreach, and partnerships with delivery apps—the launch of The Brake Room made a significant impact.
The response from delivery workers was overwhelmingly positive—99% felt genuinely cared for, and all confirmed that The Brake Room met their needs. The initiative generated substantial media attention, accumulating 1.8 billion media impressions and $10.5 million in earned media value. The New York Times documented its profound impact, prompting other industry players like Grubhub to announce similar worker-centric rest stations. Word-of-mouth buzz further amplified its significance, solidifying The Brake Room's status as a transformative initiative that champions worker welfare and elevates public awareness of this crucial workforce.
2024 Awards
Total Points: 3
Merit
Credits
Agency
McCann / New York
Art Director
Kendall Werra
Chief Creative Officer
Shayne Millington
Pierre Lipton
Chief Strategy Officer
Emily Portnoy
Copywriter
Sam Altman
Creative Director
Zoe Ganch
Producer
Kaiti Furo
Associate Creative Director of Design
Zac Collopy
Chief Creative Officer, North America
Sean Bryan
EVP, Executive Creative Director
Danny Rodriguez
Larry Platt
EVP, Head of Design
Matt van Leeuwen
Senior Art Director
Hiann Prum
SVP, Group Creative Director
Jason McKean
Natalie Rose
SVP, Group Strategy Director
Danielle Noto
SVP, Senior Integrated Producer
Wendy Leahy
VP, Senior Interactive Producer
Patty Visconti
Account Coordinator
Hanna Vovk
Account Director
Kendall Shai Rowsey
Associate Director, Media Strategy
Jamie Schmiedeskamp
Business Affairs Manager
Karen Phillips
Chief Client Officer, North America
Veronica Bertran
Chief Production Officer
Aaron Kovan
COO
Jason Coughlin
Director / Senior Account Supervisor, Media Relations
Sawyer Carlson
Director, Brand Public Relations
Chelsea Lee
Director, Media Strategy
Lisa Mieskoski
Executive Vice President, Crisis & Issues
Jason Morely
Experiential Designer
Brianna Rodriguez
Junior Producer
Kelly Krincek
Principle Team Leader, Performance Marketing
Katie Joiner
Senior Account Supervisor, Media Relations
Elise Rose
Senior Experiential Designer
Victoria Cuenca
Senior Print Producer
Linda Herskovic
Senior Project Manager
Katie Brewer
Sr. Associate, Media Strategy
Katerina Zervas
Sr. Director, Performance Marketing
Ashley Callahan
Sr. Integration Lead, Performance Marketing
Sarah Proctor
Sr. Principle Team Leader, Brand Strategy & Media
Darlene Tobin
Sr. Project Lead, Brand Strategy & Media
Jia Burke
Sr. VP, Media Relations
Heather Ribeiro
Supervisor, Media Strategy
Stephanie Lerner
SVP, Brand, Advertising & Media
Joe Saracino
SVP, Director of Business Affairs
Wilmien Blake
SVP, Executive Account Director
Dina Hovanessian
SVP, Executive Director of Innovation Production
Mihae Mukaida
Team Lead, Brand Public Relations
Rebecca Lynch
VP, Account Director
Lisa Huang
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