The One Show
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Tech Shift
Agency CALLEN / Austin, TX + We Are Walker / Santa Monica, CA + CARTEL / Los Angeles, CA + Kevin VFX, Inc. / Los Angeles, CA
Category
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID
OS26_FI045M
Background
Our digital lives are huge and only getting bigger and more complex by the day. From 4K movies, precious hi-res photo collections, AI-generated files, huge gaming files; we are generating more files and data than ever, and they are only becoming increasingly important.
The only problem? We are a brand that makes storage devices, and people don’t really care about storage. As technology rockets forward and our files grow in quantity size and importance, storage is continually left behind. We keep relying on old, fragile, or simply too-small devices that can’t handle what we are generating.
The goal of ‘Tech Shift’ was to change the relationship people have with storage. To strike a personal chord that helps people realize it’s time to upgrade their storage – from just getting by, to the products designed to match the way they actually live.
The campaign, built around the tagline ‘Space To Hold More’ grew from a strategic shift for the brand. After separating from Western Digital in 2025, the brand wanted to reposition itself not as a dry, functional tech product, but as something more emotionally resonant to people by contextualizing the importance of storage.
The only problem? We are a brand that makes storage devices, and people don’t really care about storage. As technology rockets forward and our files grow in quantity size and importance, storage is continually left behind. We keep relying on old, fragile, or simply too-small devices that can’t handle what we are generating.
The goal of ‘Tech Shift’ was to change the relationship people have with storage. To strike a personal chord that helps people realize it’s time to upgrade their storage – from just getting by, to the products designed to match the way they actually live.
The campaign, built around the tagline ‘Space To Hold More’ grew from a strategic shift for the brand. After separating from Western Digital in 2025, the brand wanted to reposition itself not as a dry, functional tech product, but as something more emotionally resonant to people by contextualizing the importance of storage.
Creative Idea
To make storage personal, we wanted to push beyond the device and get into what’s in it and why it matters. Using a wild mix of absurd memes, over-the-top videos and internet humor that captures the chaos of modern creation, the “More!” campaign sparks a shift in how we talk about digital storage. It spotlights the real, messy, and wonderful ways people create, capture, and share their lives scored to fun, original music, a catchy earworm that breathes life into the things most precious to people.
Insights & Strategy
In 2024 alone, people around the world generated over 120 zettabytes of data—a number expected to nearly double by 2026. Every day, more than 3 billion photos are taken, 500 hours of video are uploaded to YouTube every minute. But while what we create is expanding, many people still rely on outdated, fragile, or low capacity storage solutions.
Tech Shift was designed to help us change that behavior. We wanted to motivate consumers to upgrade by showing how modern Sandisk solutions could unlock more creativity, more performance, and more peace of mind, making next-generation storage feel not just useful but essential.
Tech Shift was designed to help us change that behavior. We wanted to motivate consumers to upgrade by showing how modern Sandisk solutions could unlock more creativity, more performance, and more peace of mind, making next-generation storage feel not just useful but essential.
Execution
The concept of storage itself can be a bit mundane. But the files we put on our drives are funny, ridiculous, meaningful, and everything in between. Once we knew WHAT we were saying, it was time to figure out HOW to bring it to life in a way that actually broke through and made people care about what we had to say. Our focus was on breaking the stale, tech-y and almost clinical feeling of storage products, and bringing it into more real-life scenarios that can bring it into more personal moments and help people realize the many ‘more’s Sandisk can unlock.
Our first spot, ‘CATS!’ was a nod to internet culture, flooding the world with an adorable flurry of over-the-top cate videos you can’t help but want more of.
In our second iteration, ‘STUNTS!’ we saw an adrenaline aficionado who uses his Sandisk Phone Drive for the many, many, many takes of the exciting backyard stunts him and his friends are known for.
And finally, we closed with a story of hustle, the kind of drive that’s only made possible by Sandisk drives. A world of ‘DECKS!’, charts and many slide presentations that live inside your drives.
Our first spot, ‘CATS!’ was a nod to internet culture, flooding the world with an adorable flurry of over-the-top cate videos you can’t help but want more of.
In our second iteration, ‘STUNTS!’ we saw an adrenaline aficionado who uses his Sandisk Phone Drive for the many, many, many takes of the exciting backyard stunts him and his friends are known for.
And finally, we closed with a story of hustle, the kind of drive that’s only made possible by Sandisk drives. A world of ‘DECKS!’, charts and many slide presentations that live inside your drives.
Results
Tech Shift successfully reframed storage from a functional afterthought into a culturally relevant, high-attention conversation. The campaign delivered strong upper-funnel performance across U.S. and Germany, exceeding media benchmarks and driving measurable brand impact.
SANDISK reported 39% consumer category revenue growth quarter over quarter in the time period the campaign has been running, and 52% consumer category growth year-over-year in that time period.
Nearly 300M impressions generated across the US & Germany on a sub-$1M investment, delivering cultural-scale reach with industry-beating completion rates (60%+ on YouTube, 98%+ on CTV).
Measurable brand lift
+2.4% Ad Recall lift on YouTube (US)
+3.3% Ad Recall lift on Meta (US)
Additional lift in brand favorability and purchase intent
+1.7% lift in Favorability and +1.2% lift in Purchase Intent on Meta (US)
SANDISK reported 39% consumer category revenue growth quarter over quarter in the time period the campaign has been running, and 52% consumer category growth year-over-year in that time period.
Nearly 300M impressions generated across the US & Germany on a sub-$1M investment, delivering cultural-scale reach with industry-beating completion rates (60%+ on YouTube, 98%+ on CTV).
Measurable brand lift
+2.4% Ad Recall lift on YouTube (US)
+3.3% Ad Recall lift on Meta (US)
Additional lift in brand favorability and purchase intent
+1.7% lift in Favorability and +1.2% lift in Purchase Intent on Meta (US)
2026 Awards
Total Points: 3
Merit
Credits
Agency
CALLEN / Austin, TX
Production Company
Iconoclast / Los Angeles
Music / Sound Production Company
We Are Walker / Santa Monica, CA
Post Production Company
CARTEL / Los Angeles, CA
Kevin VFX, Inc. / Los Angeles, CA
Editorial Company
Cartel Editorial / Los Angeles, CA
Chief Creative Officer
Craig Allen
Group Creative Director
Jarrod Higgins
Timothy Kang
Croix Gagnon
Account Director
Kate Schaetzle
Assistant Account Manager
Isabel Mattern
Chief Opportunity Officer
Jessica Monsey
Head of Art
Renan Molin
Head of Production
Mike Davidson
President / Partner
David Hughes
Project Manager
Roberta Guzzardi
Visual Effects Company
Kevin VFX, Inc. / Los Angeles, CA
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