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Category
Brand Partnerships
Annual ID
OS25_BE072M
Background
From Yellowstone's alpine rivers and vibrant forests to Yosemite's iconic vistas and granite cliffs;
U.S. national parks are a national treasure. Those who are lucky enough to visit are left with an awe-inspiring experience. However, not everyone is fortunate enough to have the means to visit or be in nature, even on a smaller scale, and attendance drops even more outside warm seasons.
The majority of low-income communities across the country live in nature deprived areas. To make matters worse, funding scarcity limits the impact and benefits that National Parks have to offer, especially in these areas.
So, while not everyone can simply walk to a park, they do have a different way to experience their majesty. An overwhelming majority of U.S. households have access to video streaming services and use it for multiple hours daily.
Nature Valley was the first ever granola bar created to be eaten on-the-go while in nature. Since then, they have cemented themselves as Proud Partner of the Outdoors, with multiple initiatives that support the National Parks Foundation, National Parks Conservation Association, and the Wilderness Inquiry.
This close association to outdoors puts it at a disadvantage on eCommerce because the brand is so closely tied to nature which isn't top of mind when shopping online.
Brand performance for Nature Valley was declining from Winter to early Spring. Our core shoppers were leaving at a fast rate as we were seeing major declines in buyers (-8.3%), trips (-28.1%), and units (-24.6%), all vastly outpacing the category declines.
We not only needed to reverse decline with Nature Valley's business but help find a new funding stream for nature to recover from low attendance during this timeframe.
U.S. national parks are a national treasure. Those who are lucky enough to visit are left with an awe-inspiring experience. However, not everyone is fortunate enough to have the means to visit or be in nature, even on a smaller scale, and attendance drops even more outside warm seasons.
The majority of low-income communities across the country live in nature deprived areas. To make matters worse, funding scarcity limits the impact and benefits that National Parks have to offer, especially in these areas.
So, while not everyone can simply walk to a park, they do have a different way to experience their majesty. An overwhelming majority of U.S. households have access to video streaming services and use it for multiple hours daily.
Nature Valley was the first ever granola bar created to be eaten on-the-go while in nature. Since then, they have cemented themselves as Proud Partner of the Outdoors, with multiple initiatives that support the National Parks Foundation, National Parks Conservation Association, and the Wilderness Inquiry.
This close association to outdoors puts it at a disadvantage on eCommerce because the brand is so closely tied to nature which isn't top of mind when shopping online.
Brand performance for Nature Valley was declining from Winter to early Spring. Our core shoppers were leaving at a fast rate as we were seeing major declines in buyers (-8.3%), trips (-28.1%), and units (-24.6%), all vastly outpacing the category declines.
We not only needed to reverse decline with Nature Valley's business but help find a new funding stream for nature to recover from low attendance during this timeframe.
Creative Idea
Streaming is a smart business model. Viewers and advertisers pay streaming platforms, who pay content producers, who pay actors. Everyone gets a cut, except the biggest star in film history: our beautiful National Parks.
Nature Valley reimagined this business model with Amazon to pay Royalties for Nature.
Through a dedicated Prime Video collection, we sought to increase viewership, as long as nature got a piece of the action. Setting a fair value for every hour of watch time going to the great outdoors in partnership with the National Park Foundation. And we made the whole experience shoppable, right from Amazon Prime. People just had to visit our exclusive collection during Earth Month, select the title they wanted, and start generating royalties for every hour of nature they watched.
Nature Valley reimagined this business model with Amazon to pay Royalties for Nature.
Through a dedicated Prime Video collection, we sought to increase viewership, as long as nature got a piece of the action. Setting a fair value for every hour of watch time going to the great outdoors in partnership with the National Park Foundation. And we made the whole experience shoppable, right from Amazon Prime. People just had to visit our exclusive collection during Earth Month, select the title they wanted, and start generating royalties for every hour of nature they watched.
Insights & Strategy
Our Amazon Nature Valley shopper is an aspirational, eco-conscious person who seeks to live a "holistically healthy" lifestyle - with a focus on outdoor adventures and protecting the planet.
Despite their aspirations for adventures outdoors, they are paradoxically likely to spend time in front of the TY. They are on the lower-income spectrum with less purchasing power, which can prevent them from traveling or taking vacation. 70% of lower-income households live in nature deprived communities, but 2/3 have streaming services and are spending 3.1 hours streaming per day.
Our need for the outdoors as humans persists, but the way we access it has changed. Nature films are one of the most popular genres streamed. Prime Video offers hundreds of these, giving us a unique right to connect them with Nature Valley, help them shop right from the comfort of their couch and reward them with a donation back to nature.
Despite their aspirations for adventures outdoors, they are paradoxically likely to spend time in front of the TY. They are on the lower-income spectrum with less purchasing power, which can prevent them from traveling or taking vacation. 70% of lower-income households live in nature deprived communities, but 2/3 have streaming services and are spending 3.1 hours streaming per day.
Our need for the outdoors as humans persists, but the way we access it has changed. Nature films are one of the most popular genres streamed. Prime Video offers hundreds of these, giving us a unique right to connect them with Nature Valley, help them shop right from the comfort of their couch and reward them with a donation back to nature.
Execution
Nature Valley, in partnership with Amazon, created Royalties for Nature: a new model in which every hour of watch-time streamed of our Prime Video collection during Earth Month was tracked through Amazon and triggered a donation towards the National Park Foundation. This was promoted through Amazon Advertising and external media to drive awareness during the timeframe.
The collection included first-of-its kind Fire TV shoppable placements that led consumers to discover the films and shop Nature Valley all in one place.
It was promoted through display, paid search, PDP content and a custom brand store. On and off-site Amazon DSP media called out savings on General Mills snack items and the landing page provided more information on the Prime Video collection.
Year two of this initiative just recently launched Earth Month 2024.
The collection included first-of-its kind Fire TV shoppable placements that led consumers to discover the films and shop Nature Valley all in one place.
It was promoted through display, paid search, PDP content and a custom brand store. On and off-site Amazon DSP media called out savings on General Mills snack items and the landing page provided more information on the Prime Video collection.
Year two of this initiative just recently launched Earth Month 2024.
Results
Royalties for Nature delivered 47% year over year dollar sales growth, over 500MM impressions, and a $200k donation to National Parks.
The program delivered the most impactful campaign results in Nature Valley's history on Amazon.
Notably, Royalties for Nature achieved these results with a combined on and off Amazon ROAS of $15.87.
This activation was also the first shoppable experience on Amazon Prime/ Fire TV where users could purchase products from their television.
Perhaps most importantly, the program addressed a human need by partnering with a retailer that enables brand building, purpose, and commerce in the same ecosystem, Amazon.
Our Prime Video collection saw a 30% increase in viewership, resulting in more nature streamed and more Nature Valley products shopped from our experience.
The program delivered the most impactful campaign results in Nature Valley's history on Amazon.
Notably, Royalties for Nature achieved these results with a combined on and off Amazon ROAS of $15.87.
This activation was also the first shoppable experience on Amazon Prime/ Fire TV where users could purchase products from their television.
Perhaps most importantly, the program addressed a human need by partnering with a retailer that enables brand building, purpose, and commerce in the same ecosystem, Amazon.
Our Prime Video collection saw a 30% increase in viewership, resulting in more nature streamed and more Nature Valley products shopped from our experience.
2025 Awards
Total Points: 3
Merit
Credits
Agency
VML / New York
Media Agency
AMAZON ADVERTISING / Chicago
Associate Creative Director
Andrew Bowsher
Caitlin Rambacher
Chief Creative Officer
Manuel Borde
Chief Marketing Officer
Doug Martin
Chief Strategy Officer
Michelle Baumann
Creative Director
Sebastian Cuevas
Carrie Schneider
Designer
Kylie Parker
Executive Creative Director
James Phillips
Global Chief Creative Officer
Debbi Vandeven
Motion Designer
Jonhatan Bolivar
Senior Art Director
Laura Arcila
Nestor Benjumea
Senior Copywriter
Vanessa Aricco
Account Manager
Chandler Hoeft
Jack Tobin
Associate Director, Strategy
Tyler McClure
Associate Manager, Customer Marketing
Nate Scott
Associate Manager, Shopper Marketing
Sara Tietjen
Campaign & Creative Manager, Creative Studios
Jess Jelinek
Director, Brand Experience: Snacks
Sarah Lienberger
Director, Client Engagement
Melissa O'Keefe
Director, NAR E-Commerce
Raquel Navarrski
Director, Professional Services
Brian Weber
Director, Strategy
Garret Bader
Director, Strategy, Insights & CX
Pedro Palacios
Global Director of Creative Excellence
Jamie Anning
Global Director, Creative Commerce Operations
David Cofrancesco
Group Director, Strategy
Andrew Zipparo
Planner, Customer Marketing
Raka Pinkerton
Senior Account Executive
Irelyn Huntley
Senior Account Executive, Grocery
Chris Grech
Senior Customer Manager
Cristina Gonzalez de Mendoza
Senior Manager, Brand Experience: Bars
Kate Herbert
Senior Manager, Customer Marketing
Jamie Needham
Jenna Hernandez
Senior Manager, eCommerce Strategy & Operations
Luke Barr
Senior Planner, Customer Marketing
Kathy Hughes
Senior Program Manager
Billy Bergner
Senior Sales Account Manager
Will Fay
Trade Planning Associate
Falyn Stanaway
Vice President, Buisness Unit Director: Bars
Ray Joncas
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