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
Casting / Actor
Annual ID
OS25_MI029S
Background
We were tasked with driving entries to AICP Awards. In a sea of awards shows, AICP stands out because winning work earns entry to the permanent collection at the Museum of Modern Art in NYC, alongside artists like Van Gogh, Frida Kahlo, Picasso, etc.
Creative Idea
“Museum Worthy” is an insightful take on the ad industry’s increasingly grueling and frustrating road to getting great work out into the world; a frustrating journey that resonates with our target - modern-day creatives & agencies - who are driven to enter their best work into the AICP Awards.
Insights & Strategy
Our goal was to drive entries to AICP Awards, where winning submissions become part of the permanent collection at the Museum of Modern Art in NYC. Our audience insight is that all advertising creatives face an increasingly grueling and frustrating road to getting their great ideas out into the world. So, when a great idea overcomes this frustrating journey, it is fully worthy of its place at MoMA alongside the world’s masterpieces.
Execution
This film was conceived, written, cast, shot and finished in less than 6 weeks, starting in early February. The film was posted to AICP’s Instagram account the week before the deadline for submissions in mid-March. A number of independent, unaffiliated parties, upon seeing the film on instagram, immediately re-posted to youtube, LinkedIn and dozens of other creative aggregator sites.
Results
Over 1,000,000 social and online views in less than a month, with zero media spend or support.
That number of views is the equivalent of every US creative in the industry watching the film 11x.
Total entries to the AICP Show exceeded the goal by 35% in what’s considered a “down year” for award-show entries.
That number of views is the equivalent of every US creative in the industry watching the film 11x.
Total entries to the AICP Show exceeded the goal by 35% in what’s considered a “down year” for award-show entries.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
BBDO / New York
Production Company
O Positive
Music / Sound Production Company
Another Country
Post Production Company
Company3
Cutters
Flavor
Art Director
Don Johnson
Paul Norman
Director
Brian Billow
Director of Photography
Bob Yeoman
Executive Creative Director
Marcelo Nogueira
Peter Kain
Global Chief Creative Officer
Chris Beresford-Hill
Group Creative Director
Dan Oliva
Scott Mahoney
Producer
Grayson Bithell
Executive Producer
Ken Licata
Marc Grill
Ralph Laucella
Head of Production
Devon Clark
Production Coordinator
Nicolas Laucella
Production Supervisor
Deryck Highbridge
Ivan Zigas
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