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
Our aim was to introduce elite teen athletes to G Series — a revolutionary three-part performance fuel system — and move them to learn more with the help of the G athletes who they aspire to be. First, shots of G athletes dominating vintage athletes were featured on Gatorade.com to show how hydration has evolved athletic performance. Then, footage of G athletes interacting with the words Before, During and After helped show when to use G Series. Unique video elements were combined in a dual layer video feature that showcased the occasion-based benefit. Finally, to create more awareness around when and why athletes should use G Series, we shot beautiful, cinematic footage that created a visual timeline connecting pinnacle sports moments to the occasion of using individual G Series products. Athletes who prepared with G Series were ultimately shown making the winning play. Unique interaction gave users control over the scene and their experience. The result was a smashing product launch that helped move our target closer to their athletic goals, and moved sales to record numbers.
2011 Awards
Total Points: 5
Merit
Credits
Art Director
Nick Allegri
Chad Green
Creative Director
Tony Snethen
Debbi Vandeven
Linda Bumgarner
Director
Norry Niven
Editor
T2
Agency Producer
Tyler Smith
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