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.
Category
Integrated Branding / Integrated Branding Campaign - Online
URL
Click to launch
Annual ID
12278N
About the Work
SCREW*D was a live, interactive reality show where Craftsman tools threw one
unhandy guy into the wild, alone, to fend for himself. The only way he could
get out alive was to rely on the advice coming in from the online community
of Craftsman fans and DIYers. Through their facebook, twitter, and
Livestream accounts, viewers tuned-in LIVE to give our hero the advice he
needed as soon as he asked for it. Also, using a unique web application
developed specifically for this project, viewers were able to sketch their
own blueprints online and send visual solutions to our unhandy hero in his
hour(s) of need.
unhandy guy into the wild, alone, to fend for himself. The only way he could
get out alive was to rely on the advice coming in from the online community
of Craftsman fans and DIYers. Through their facebook, twitter, and
Livestream accounts, viewers tuned-in LIVE to give our hero the advice he
needed as soon as he asked for it. Also, using a unique web application
developed specifically for this project, viewers were able to sketch their
own blueprints online and send visual solutions to our unhandy hero in his
hour(s) of need.
2012 Awards
Total Points: 5
Merit
Credits
Production Company
Tool
Art Director
Richard Fischer
Creative Director
Bob Winter
Richard Fischer
Evan Thompson
Jon Eckman
Designer
Thomas Nicholas
Optimus
Director
Matt Ogens
Grant Skinner
Editor
Mark Panik
Writer
Evan Thompson
Agency Producer
Matt Witt
Brian Smego
Kara Pierce
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