ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Physical Product & Mobile Integration
Annual ID
OSA21_MO004B
Family time has been affected by screens. Parents and kids often don’t even interact with one another because they’re each on their own phones. Big W wanted to create a way to get parents and kids spending quality time together.
Rather than blame mobiles for the lack of quality family time, we decide to embrace devices. We created Craft, Camera, Action - a digital tool that turns a kid's real life craft into the heroes of their own movie.
It started with our animated story - The Big-Headed Bilby. The only difference - the animation didn’t include any of the main characters. Families had to make the heroes of the movie with craft materials lying around the house.
We partnered with immersive technologists and Facebook to turn Messenger into a film editing tool. The interactive platform gave families craft inspiration and the tools to make their own characters. And, using integrated AI, the characters were then cast in their new roles by simply taking a photo in Messenger. In the back-end, every unique creation was rigged and rendered instantly into the film as the stars of the show and delivered via Messenger back to the families. Each film included personalised credits and was crunched in size so that families could share their cinematic debuts on social channels.
+1,000 films shared via social channels
+10,000 unique characters created
That’s thousands of hours of actual family time; the phones that were keeping families apart were turned into the tool that brought them together.
Rather than blame mobiles for the lack of quality family time, we decide to embrace devices. We created Craft, Camera, Action - a digital tool that turns a kid's real life craft into the heroes of their own movie.
It started with our animated story - The Big-Headed Bilby. The only difference - the animation didn’t include any of the main characters. Families had to make the heroes of the movie with craft materials lying around the house.
We partnered with immersive technologists and Facebook to turn Messenger into a film editing tool. The interactive platform gave families craft inspiration and the tools to make their own characters. And, using integrated AI, the characters were then cast in their new roles by simply taking a photo in Messenger. In the back-end, every unique creation was rigged and rendered instantly into the film as the stars of the show and delivered via Messenger back to the families. Each film included personalised credits and was crunched in size so that families could share their cinematic debuts on social channels.
+1,000 films shared via social channels
+10,000 unique characters created
That’s thousands of hours of actual family time; the phones that were keeping families apart were turned into the tool that brought them together.
2021 Awards
Total Points: 6
Bronze Award
Credits
Agency
M&C Saatchi / Sydney
Production Company
Zebrar / Sydney
Music / Sound Production Company
Song Zu / Sydney
Publisher
Facebook / Sydney
Art Director
Sam Rowlands
Chief Creative Officer
Cam Blackley
Creative Director
Brendan Donnelly
Design Director
James Jamias
Executive Creative Director
Avish Gordhan
Mandie Van Der Merwe
Motion Designer
William Gembitsky
Social Media Manager
Alice Harrison
Strategist
Amy Grant
Writer
Rubini Gun
Creative Strategist
Jay Morgan
Stef Digianvincenzo
Account Executive
Ingrid Williams
Executive Integrated Producer
Gemma Heyes
Group Head
Ben Greenslade
Head of Content
Emma Parsons
Head of Marketing - Brand & Strategy
Claire West
Integrated Project Director
Vanessa Millemaggi
Marketing Manager - Local Area Marketing
Victoria Shipp
Public Relations Manager
Michelle Bartolo
Senior Marketing Manager - Customer & Planning
Sabrina Douglas
Studio Manager
Fleur Farrington
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