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
Branded Content / Games
Annual ID
13451T
About the Work
Young guys love driving fast, even though they know speed can kill. The problem is, they simply don?t believe it?ll happen to them. We made sure it did.
We seduced them with something we knew they?d be into: a new online racing game. To personalise it, players were asked to sign in with Facebook.
The race begins. It?s fast and furious. We stack on the pressure, and they stack on the speed. As the needle creeps up, it gets harder to stay in control. The car swerves and crashes.
Suddenly, the player?s life flashes before their eyes: Friends, family and special moments. As the screen fades to black, the words, ?You only get one life. Slow down.? appear. Players were not able to play again.
In the first month, thousands of young guys saw their lives flash before their eyes and were reminded of the consequence of driving fast.
We seduced them with something we knew they?d be into: a new online racing game. To personalise it, players were asked to sign in with Facebook.
The race begins. It?s fast and furious. We stack on the pressure, and they stack on the speed. As the needle creeps up, it gets harder to stay in control. The car swerves and crashes.
Suddenly, the player?s life flashes before their eyes: Friends, family and special moments. As the screen fades to black, the words, ?You only get one life. Slow down.? appear. Players were not able to play again.
In the first month, thousands of young guys saw their lives flash before their eyes and were reminded of the consequence of driving fast.
2013 Awards
Total Points: 5
Merit
Credits
Art Director
Brigid Alkema
Sarah Chernishov
Group Creative Director
Philip Andrew
Thomas Scovell
Designer
Resn
Writer
Paul Nagy
Jon Pickersgill
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