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
Film & Video
Annual ID
OS25_BS019B
Background
We needed to get the word out about iPhone 15's spectacular storage. Seeing as photos are most commonly associated with iPhone storage, we decided to focus on the sheer quantity you can now hold on one device.
Creative Idea
With greater storage come greater photo libraries. But not everyone knows that. The idea came about that the photos could inform an iPhone 15 user themselves. This then developed into the photos begging for their lives as an unwitting iPhone 15 user prepared to delete them.
Insights & Strategy
In the past, iPhone users who are running out of storage, tend to cull their photo libraries in order to free-up space. It's become second nature to delete duplicates, to cut down a series and to lose entire swathes of older memories to make way for the new. With more storage, you can hold on to everything.
Execution
In Don't Let Me Go, a group of photos selected for the trashcan plead with the photographer not to let them go. After the photos come to a climactic chorus, the user removes his thumb from the trashcan icon, gives them mercy, and goes on shooting pictures of his weiner dog. He is after all, an iPhone 15 user with lots of storage.
The film was painstakingly pieced together using live action, photographed stills and green screened faces to create the weird and wonderful film.
The film was painstakingly pieced together using live action, photographed stills and green screened faces to create the weird and wonderful film.
Results
The film quickly gained over 26M views on Youtube.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Brand-Side / In-House Agency
Apple Marcom
Production Company
Iconoclast / Los Angeles
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