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
Online Films & Video / Long Form - Single
Annual ID
13244N
About the Work
Our challenge was to create entertaining content that captured the essence of Pepsi MAX: Appearances can sometimes be deceiving. To solve the challenge, we disguised 20-year-old NBA Rookie of the Year Kyrie Irving as the elderly "Uncle Drew" and took him to a real pick-up basketball game in suburban New Jersey. We combined traditional cinematic story-telling with stunt marketing to create a memorable branded entertainment experience. The result: Nearly 20MM online views.
2013 Awards
Total Points: 5
Merit
Credits
Production Company
Minus L
Creative Director
Marc Gilbar
Director
J K
Editor
Damion Clayton
Photographer
Brian Thomas
Writer
Marc Gilbar
Related Awards
