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.
About the Work
Pinterest is one of the most addictive social networks, with ?pinners? spending 50% more time on the site than on Facebook. Many major news outlets have reported on its addictive nature, and it?s an inside joke among many pinners themselves.
Tapping into this insight, we launched Honda on Pinterest by encouraging people to get off Pinterest.
The Honda CR-V campaign is all about getting out and living life to the fullest. So we offered $500 to top pinners to take a 24-hour break from the site to get out and do what they?re pinning about. Taking an online experience to an offline experience that is both personal and meaningful. We called it a ?Pintermission.?
The effort succeeded in not only getting pinners away from their monitors, but also generated lots of interactions and PR coverage. NBCUniversal reported the initiative led to an 83% increase in buzz among female consumers.
Tapping into this insight, we launched Honda on Pinterest by encouraging people to get off Pinterest.
The Honda CR-V campaign is all about getting out and living life to the fullest. So we offered $500 to top pinners to take a 24-hour break from the site to get out and do what they?re pinning about. Taking an online experience to an offline experience that is both personal and meaningful. We called it a ?Pintermission.?
The effort succeeded in not only getting pinners away from their monitors, but also generated lots of interactions and PR coverage. NBCUniversal reported the initiative led to an 83% increase in buzz among female consumers.
2013 Awards
Total Points: 5
Merit
Credits
Art Director
Brian Farkas
Fritz Paguio
William Cheng
Sarah Romanoff
Creative Director
Joe Baratelli
Jason Sperling
J. Barbush
Luis Ramirez
Writer
Tylynne McCauley
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