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.

2010 One Show - Interactive

Interactive Storefronts

Agency Wieden+Kennedy, New York / New York

Client ESPN - Monday Night Football
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Annual ID

10226N

About the Work

ESPN?s ?Is It Monday Yet?? campaign reminds football fans that for 16 weeks a year ESPN Monday Night Football is waiting for them at the end of the worst day of the week, ready to make the workday grind disappear into a glorious gridiron spectacle.

As the centerpiece of this year?s multi-platform effort, the interactive storescape game was developed to invite pedestrians to let off some Monday steam with a virtual game of catch.

Storefronts in New York, Chicago and Boston were branded with turf signage and outfitted with interactive touchscreens utilizing gesture-recognition technology, so passersby could stand in front of the window and try to catch footballs ?thrown? at them by a virtual quarterback. To encourage gameplay, yardage markers on the window tracked people walking along the sidewalk with real-time call-outs that hinted at their coordination and reflexes, and users competed for the top slot on the leaderboard. QBs were selected from Monday night matchups and then appeared in a 3-D stadium where they began firing off increasingly difficult passes. Audio commentary by ESPN talent narrated the users? performance until they missed a catch, which then ?shattered? the window and ended the game.