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.

2013 One Show - Interactive

Subtexter

Agency Droga5 / New York

Client Newcastle Brown Ale
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URL

Click to launch

Annual ID

13027N

About the Work

Newcastle Brown Ale, the No Bollocks beer brand that has made it a point to initiate honesty in the beer category, is taking on bollocks in social media. In the last few years, we've all become really excited about the ways social media lets us share our lives. When at brunch, we take a photo, put a high-contrast filter on it and then watch friends' praise flood our feeds for food we didn't even prepare ourselves. The problem is, people only post the photos they think define their "great" lives, and that's bollocks.

So we created The Subtexter. A tool that lets people call bollocks on their photos and friends' photos by scrolling through hundreds of prewritten lines and picking the ones they think point out what their friends really mean when they post things like sunsets, brunches, self-portraits and vacation shots on social media.