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.
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Brand Partnerships
Annual ID
OS25_SM084M
Background
ShapeThe highly anticipated theatrical release of Marvel Studios’ "Deadpool & Wolverine" was the biggest pop culture moment of the year. Xbox aimed to capture the attention of the movie’s fanbase alongside other brands vying for consumer engagement. Recognizing the challenge of standing out, we chose an unconventional angle by focusing on a signature aspect of Deadpool’s character –his irreverent reference to his bottom. This led to "The Cheeky Controller," an Xbox controller featuring a replica of Deadpool's butt.
The effectiveness of this campaign lay in its ability to authentically blend Xbox's technological prowess with Deadpool's cheeky tone, creating a culturally iconic moment. By departing from traditional marketing methods that relied solely on the character's face and voice, Xbox carved out a unique product that honoured Deadpool's persona and appealed to gamers. The campaign smashed its objectives by generating buzz and fostering a deeper connection between the product and its target audience.
The effectiveness of this campaign lay in its ability to authentically blend Xbox's technological prowess with Deadpool's cheeky tone, creating a culturally iconic moment. By departing from traditional marketing methods that relied solely on the character's face and voice, Xbox carved out a unique product that honoured Deadpool's persona and appealed to gamers. The campaign smashed its objectives by generating buzz and fostering a deeper connection between the product and its target audience.
Creative Idea
While every other brand used Deadpool’s face, we used the body part he talks about the most. By combining two iconic brand assets into one hilarious new product, we created a limited-edition controller shaped like Deadpool’s ass: The Cheeky Controller. Launched as a limited-edition controller, with its own launch trailer and social assets, the controller took Deadpool fans and the rest of the internet by storm. That’s how a bottom took Xbox to the top.
Insights & Strategy
Our strategy emphasized creating an innovative controller that seamlessly merges Xbox with Deadpool's irreverent charm, catering to Marvel fans' desire for authentic products inspired by the franchise. By capitalizing on Deadpool's fourth wall-breaking humour, we developed a product that distinguished itself from typical brand partnerships, engaging fans where they are most active—on social media.
Adopting a social-first approach, we enabled fans to win The Cheeky Controller through sweepstakes on X, positioning it as a "special gift from Deadpool" to cultivate a sense of community. Unboxing content on socials allowed for all to experience the thoughtful design elements—like personalized gift boxes, handwritten notes, and polaroid photos—enhancing emotional connections with the audience. This strategy not only celebrated Deadpool's essence but also fostered fan engagement and loyalty, ultimately building brand love in the community around the product that thrived on genuine interaction and shared enthusiasm.
Execution
The craft and execution of The Cheeky Controller focused on meticulous attention to detail, essential for both Marvel fans and gamers. To authentically represent Deadpool, we used 3D renders of his iconic derriere, ensuring the shape and volume were accurately reflected in the design. This precision highlighted the controller’s playful nod to the character’s personality.
Implementation began with the design phase, working closely with the renders to keep true to life. To maximize exposure, the controller was featured prominently during the film's press tour and showcased at San Diego Comic-Con, allowing fans to experience it firsthand. The controller was available through sweepstakes announced on socials, ensuring broad visibility and engagement within the community. The limited availability and targeted placements at key events fostered excitement and connection among fans, reinforcing the product's unique appeal in a saturated market.
Implementation began with the design phase, working closely with the renders to keep true to life. To maximize exposure, the controller was featured prominently during the film's press tour and showcased at San Diego Comic-Con, allowing fans to experience it firsthand. The controller was available through sweepstakes announced on socials, ensuring broad visibility and engagement within the community. The limited availability and targeted placements at key events fostered excitement and connection among fans, reinforcing the product's unique appeal in a saturated market.
Results
5 BILLION IMPRESSIONS
NO.1 POST ON REDDIT
NO.1 MOST ENGAGED XBOX TIKTOK POST EVER
NO.1 POST IN MICROSOFTS INSTAGRAM HISTORY
25% UPLIFT IN SALES ON MICROSOFT STORE
750+ NEWS ARTICLES
NO.1 POST ON REDDIT
NO.1 MOST ENGAGED XBOX TIKTOK POST EVER
NO.1 POST IN MICROSOFTS INSTAGRAM HISTORY
25% UPLIFT IN SALES ON MICROSOFT STORE
750+ NEWS ARTICLES
2025 Awards
Total Points: 3
Merit
Credits
Agency
McCann / London
Agency In-House Production Company
Craft / Manchester
Craft / London
Production Company
Pavillion Works / London
TAKEOFF / London
Chief Creative Officer
Laurence Thomson
Rob Doubal
Creative Director
Jacob Björdal
Jim Nilsson
Design Director
Max Henderson
Designer
Lexie Hoskins
Director
Dean Moore
Director of Photography
Arthur Loveday
Editor
Oscar Carter
Executive Creative Director
Regan Warner
Strategy Director
Lucian Trestler
Executive Producer
Susie Lau
Head of Design
Lisa Carrana
Account Director
Luke Brocklehurst
Account Manager
Caitlin Wheeler
Sasha Semple
Business Director
Tom Oliver
Client Solutions Director
Matt Tester
Creative
Eleanor Weitzer
Peniel Gebreselassie
Creative Producer
Silvia Chintoiu
Director of Integrated Production
Jack Bayley
Head of Photography
Neil Flitcroft
Marvel Studios Partnerships , EVP Partnerships, Promotions, Synergy & Events
Lylle Breier
Marvel Studios Partnerships , Senior Creative Account Lead
David Cowden
Marvel Studios Partnerships , VP Management & Operations
Holly Frank
Marvel Studios Partnerships , VP Marketing Partnerships & Promotions
Tina Goss
Marvel Studios Partnerships , VP Marketing Partnerships, Product Placement & Creative
Ty Ervin
PR
Assembly Media, Inc
Senior Client Director
Joe Michaelides
Senior Planner
Alex Passingham
Senior Project Manager
Annie Imam
Senior Retoucher
James Eden
UK Managing Director
Alister Collins
Xbox IMC
Josh Munsee
Xbox INTL
Rachel Warnes
Xbox Partnerships
Kumar Manix
Mindy Rowe
Xbox Social
Kate Fisher
Related Awards
