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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Category
Branded Content / Games
Annual ID
12097T
About the Work
If you?ve never been poor, it?s easy to assume you never will. And while a tough economy means that groups like Urban Ministries of Durham are serving more people than ever, the belief that ?I?d never let that happen to me? is still strong ? and keeps people from getting involved. We wanted to smash that belief and make it clear that there?s more to poverty than just poor choices. Think you can pull yourself out of poverty? SPENT is a game that makes you prove it. The goal: Start with $1,000 and make it through one month, while facing some tough choices. Feed your family or keep the lights on? Lose a day?s pay or send your sick child to school? Get a tooth fixed or ignore the pain? Living the reality of poverty?even virtually?builds empathy in a way traditional ads can?t.
2012 Awards
Total Points: 15
Silver Pencil
Credits
Agency
McKinney
Production Company
McKinney
Art Director
Nick Jones
Creative Director
Jonathan Cude
Designer
Able Parris
Karla Mickens
Writer
Jenny Nicholson
Agency Producer
Carmen Bocanegra
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