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.
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About the Work
The Ministry of Justice in Holland commissioned us to create a campaign aimed specifically at young citizens: many don't realise that personal information they share online isn't only visible to them and their friends but can often be easily viewed by undesirable people with dodgy intentions. 85% of Dutch youngsters have a profile on social network Hyves, which they use on a daily basis. So the best way to warn them of the dangers is to do something on the Hyves network. We decided to create an 'ambush' on Hyves: a tailor-made action video that, disguised as a YouTube clip, would reveal along the way that it was about the person currently logged on. Hyvers could send each other a 'Hyves video message' which was a fake layout identical to the 'Hyves message inbox'. The message included the personalized video wrapped in a fake YouTube player. The video showed a group of criminals in a basement, speaking a made-up language, collecting personal data which, and as the film progressed, turned out to be the viewer. In just seven days the viral was sent around 7,014,285 and viewed 5,113,115 times, making it the biggest viral in the Netherlands ever.
2010 Awards
Total Points: 5
Merit
Credits
Production Company
Mario Piepenbrink
Art Director
Arno De Jong
Yacco Vijn
Creative Director
Yacco Vijn
Director
Roel Welling
Agency Producer
Christ Bloemheuvel
Tisha Hoppenbrouwers
Content Strategist
Peggy Wijtzes
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