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
Every year, millions of Americans try to predict the outcomes of the NCAA college basketball tournament by filling out a ?bracket,? then challenging their friends.
But the tournament is so unpredictable, it often seems like those who know the least end up creating the best bracket.
Since AT&T is in the business of connecting you to the information you need, we decided to introduce a new kind of ?expert.? Someone who knows nothing about college basketball. Six-year-olds.
At BracketsBySixYearOlds.com we launched an online bracket-builder where fans could make predictions for each game with the help of our tiny experts. Over 300 individual videos were created using real responses from six-year-olds.
We also created content that was integrated into the broadcast and shown at halftime of specific games. These panel discussions with the six-year-olds gave some unique perspective on the tournament.
But the tournament is so unpredictable, it often seems like those who know the least end up creating the best bracket.
Since AT&T is in the business of connecting you to the information you need, we decided to introduce a new kind of ?expert.? Someone who knows nothing about college basketball. Six-year-olds.
At BracketsBySixYearOlds.com we launched an online bracket-builder where fans could make predictions for each game with the help of our tiny experts. Over 300 individual videos were created using real responses from six-year-olds.
We also created content that was integrated into the broadcast and shown at halftime of specific games. These panel discussions with the six-year-olds gave some unique perspective on the tournament.
2013 Awards
Total Points: 10
Bronze Pencil
Credits
Production Company
Caviar Content
The Famous Group
Art Director
Arturo Aranda
George Ernst
Jesse Snyder
Creative Director
David Lubars
Greg Hahn
Mathias Appelblad
Grant Smith
Director
Jorma Taccone
Editor
Arcade Edit
Dean Miyahira
Writer
Alex Taylor
Carl Jannerfeldt
Agency Producer
Diane Hill
Joe Croson
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