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Floor is Flava
Agency Grey New York + Townhouse / New York + GREY Midwest / Cincinnati + Sunshine Sachs Morgan & Lylis / New York
Category
Brand Integration
Annual ID
OS24_GA018M
About the Work
To retain the title of the world’s #1 hot sauce Frank’s RedHot had to go after Gen-Z.
And Gen Z loves gaming, especially Fortnite.
We realized Fortnite has a Floor is Lava Mode. Since lava is hot & saucy, and looks just like Franks Redhot, it’s the perfect entry point.
We created Floor is Flava: A custom, immersive Fortnite island where Flava (Frank’s + Lava= Flava) flows.
In Floor is Lava, you avoid the lava to win, but in Floor is Flava, we encouraged players to dive in to our delicious Frank’s Flava on purpose. Making dying the most fun part of gameplay.
To incentivize players to plunge to their saucy death on purpose we worked with Fortnite to let players emote while dying for the first time ever in the game.
Emotes, or the dances used to celebrate in the game, are some of the most recognizable parts of Fortnite gameplay. But it wasn’t until Floor is Flava that losing was something worth celebrating.
Win a game, you move on. But, when you can die a different, delicious death every time you play, you’ll play more and spend more time with the brand.
And they did.
In just a few weeks, 43,000 games were played with an average game play of 13 minutes. Both stats surpassing Fortnite benchmarks.
Not only did we exceed our 550MM impression goal, but the game was a record-shattering success, with over one billion earned impressions in the US alone.
Then we found real behavior shifts in Gen-Z: After our Fortnite integration, 16-24 year olds across the US had significantly higher intent to recommend Frank’s RedHot to others.2
And best of all, we saw a 10% year over year sales increase for Frank’s. Keeping Frank’s the #1 Hot Sauce in the world.
And Gen Z loves gaming, especially Fortnite.
We realized Fortnite has a Floor is Lava Mode. Since lava is hot & saucy, and looks just like Franks Redhot, it’s the perfect entry point.
We created Floor is Flava: A custom, immersive Fortnite island where Flava (Frank’s + Lava= Flava) flows.
In Floor is Lava, you avoid the lava to win, but in Floor is Flava, we encouraged players to dive in to our delicious Frank’s Flava on purpose. Making dying the most fun part of gameplay.
To incentivize players to plunge to their saucy death on purpose we worked with Fortnite to let players emote while dying for the first time ever in the game.
Emotes, or the dances used to celebrate in the game, are some of the most recognizable parts of Fortnite gameplay. But it wasn’t until Floor is Flava that losing was something worth celebrating.
Win a game, you move on. But, when you can die a different, delicious death every time you play, you’ll play more and spend more time with the brand.
And they did.
In just a few weeks, 43,000 games were played with an average game play of 13 minutes. Both stats surpassing Fortnite benchmarks.
Not only did we exceed our 550MM impression goal, but the game was a record-shattering success, with over one billion earned impressions in the US alone.
Then we found real behavior shifts in Gen-Z: After our Fortnite integration, 16-24 year olds across the US had significantly higher intent to recommend Frank’s RedHot to others.2
And best of all, we saw a 10% year over year sales increase for Frank’s. Keeping Frank’s the #1 Hot Sauce in the world.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Grey New York
Grey Midwest / Cincinnati
Brand-Side / In-House Agency
McCormick & Company / Hunt Valley
Media Agency
Dentsu / New York
PR / Marketing Agency
Sunshine Sachs Morgan & Lylis / New York
North Strategic / Toronto
Production Company
Townhouse / New York
SuperAwesome / New York
Art Director
Vail Prior
Associate Creative Director
Mitch Beckman
Chief Creative Officer
Thiago Cruz
Copywriter
Jonathan Friedman
Creative Director
Brian Mekjian
Ryan McCarthy
Executive Creative Director
Armando Flores
Sara Worthington
Executive Producer
Kevin Grover
Executive Strategy Director
Justine Feron
NA Chief Strategy Officer & Global Chief Data Officer
Jonathan Lee
Strategy Director / Data
Michael Greve
Associate Council
Kate Dachille
Associate Director, Technology
Clint Bourgeois
Associate General Counsel
Madeleine Safonin
Chief Production Officer
James McPherson
Culinary Development Manager
Stephanie Bryson
Digital Analyst
Kamaskshi Awasthi
Director of Gaming & Connections
Amanda Davis
Director, Global Digital Experiences
Tom Rowe
Director, Project Manager
Adam Taverniti
EVP, Account Director
Mercedes Campos
Global Chief Client Officer
Jason Kahner
Marketing Director, Food Away from Home
Vivian Chen
Planner
Estie Wassner
Planning director
Megan Foley Smith
Senior Account Executive
Riley Morris
Senior Director, Global Creative & Content Operations
Marni Kokorus
Senior Manager, Global Digital Ops & Experiences
Zuhair Herzallah
Senior Manager, Public Relations
Sarah Windham
Senior Project Manager
Sam Geller
Senior Social Manager
Alexander Glaeser
Social Media Community Specialist
Christine Fletcher
Social media content manager
Taylor Nehus
Sr. Manager, Public Relations
Kendra Ferguson
SVP, Account Director
Christina Festoso
Elvia Ortiz
VP, Account Director
Alex Hagler
Andrea Bollin
VP, Global Brands & Categories
Sol Garay
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