The One Show
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Category
Use of Humor
Annual ID
OS25_FI119M
Background
While Tile lagged behind category leading bluetooth tracker brands, Life360 (Tile’s new owner), led the industry as the go-to family tracking brand. By uniting the two products under a single platform, it not only presented Tile in a new light to a new audience, but it allowed both brands to tap into the hilarious, and horrifying reality of family life, creating a “special” kind of expertise.
Creative Idea
Let’s face it, family dynamics are… complicated. We love each other, but drive each other crazy with our forgetfulness & poor communication. The simple act of misplacing something or someone can have a ripple effect that can shape a person or a family for years to come. So Tile & Life360’s tracking devices help family-proof your family, protecting the family unit from its own internal chaos, and giving us all one less thing to talk about in therapy.
Insights & Strategy
Tile by Life360 wanted to drive consideration for their bluetooth trackers over competitors’. But when your main competitor is a 3 trillion dollar brand like Apple (AirTags), it can be hard to compete. To contend with Apple's giant marketing budget, we knew our message had to be way more provocative, while still feeling deeply human because Life360 is a family brand. We landed on a truth every family can relate to, with a bit of a dark twist. The work acknowledges that, although we are well-intentioned, sometimes we are our own worst enemies and need to family-proof our families.
Execution
We took great care to make sure these spots didn’t look and feel comedic right off the bat. We needed them to be funny, of course, but we wanted the jokes to feel as surprising as possible, with no warning that the spots would take a ridiculous turn.
The creative choices were all made as if we were shooting a drama –– everything from locations, to lighting, to casting, to music. We wanted to draw people in and have them connect with the characters on a more meaningful level. We set up COAT to feel like it was a coming-of-age story. We cranked up the anxiety as Dad searched for his son in CURFEW, and drew out the agony of the misunderstanding in COFFIN. It made the over-the-top comedic endings of each spot feel like genuine surprises because of the restraint exercised in the rest of the film.
The creative choices were all made as if we were shooting a drama –– everything from locations, to lighting, to casting, to music. We wanted to draw people in and have them connect with the characters on a more meaningful level. We set up COAT to feel like it was a coming-of-age story. We cranked up the anxiety as Dad searched for his son in CURFEW, and drew out the agony of the misunderstanding in COFFIN. It made the over-the-top comedic endings of each spot feel like genuine surprises because of the restraint exercised in the rest of the film.
Results
While it’s too early to indicate sales impact, the performance driven by creative engagement was some of the strongest the brand had seen to date. Specifically,
Engagement Metrics: Coat + Coffin films drove a 13% lift in engagement rate on paid social channels. Additionally, the brand saw a 65% decrease in cost-per-click (CPC) when compared to previous video content. Coat + Coffin drove a 680% lift in ThruPlays and an 82% decrease in cost-per-thousand (CPM) when compared to previous video content.
Video Performance: The campaign has significantly lifted audience engagement, driving above-average completion rates and stronger interaction than previous campaigns. Compared to internal benchmarks, the streaming presence delivered a 71% lift in click-through-rates (CTR), reinforcing the effectiveness of capturing attention and driving action.
Audience Expansion: Campaign efforts have led to a sharp increase in audience size with each of our airings on broadcast (NFL, College Football, Wicked Special, Xmas at Rockefeller) creating some of the largest spikes in site traffic on record for Life360/Tile.
Engagement Metrics: Coat + Coffin films drove a 13% lift in engagement rate on paid social channels. Additionally, the brand saw a 65% decrease in cost-per-click (CPC) when compared to previous video content. Coat + Coffin drove a 680% lift in ThruPlays and an 82% decrease in cost-per-thousand (CPM) when compared to previous video content.
Video Performance: The campaign has significantly lifted audience engagement, driving above-average completion rates and stronger interaction than previous campaigns. Compared to internal benchmarks, the streaming presence delivered a 71% lift in click-through-rates (CTR), reinforcing the effectiveness of capturing attention and driving action.
Audience Expansion: Campaign efforts have led to a sharp increase in audience size with each of our airings on broadcast (NFL, College Football, Wicked Special, Xmas at Rockefeller) creating some of the largest spikes in site traffic on record for Life360/Tile.
2025 Awards
Total Points: 3
Merit
Credits
Agency
ALTO NY / New York
Production Company
MJZ / New York
Creative Director
Darcie Burrell
Lawrence Mellili
Director
Steve Ayson
Director of Photography
Hoyte van Hoytema
Editor
Rich Orrick
Producer
Adriana Cebada Mora
Nick Krasnic
Sound Designer
Dan Flosdorf
Strategy Director
Tom Naughton
Assistant Editor
Joey Tuzzolino
CMO
Mike Zeman
Executive Producer
Chris Delarena
Dottie Scharr
Erica Thompson
Josh Litwhiler
Senior Creative Director
Spencer Hansen
Senior Producer
Samantha Zirin
Colorist
Tom Poole
Director of Brand Content
Brittany Lamp
Founder, Chief Creative Officer
Hannes Ciatti
Head of brands
Shannon Coletti
Head of Strategy, Partner
Tara Fray
Managing Director
Sara Matarazzo
Managing Partner
Ed Rogers
Managing Partner, Entertainment + Production
Matt Bonin
Online Producer
Dan Roberts
Product Marketing Director
Katy Walden
VFX Supervisor
Tim Davies
VP Brand & Creative
Jon Troutman
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