The One Show
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Category
Innovation in Branded Content / Single
Annual ID
13044E
About the Work
The "Hashtag Killer" campaign set out to eradicate the ironic #FirstWorldProblems meme in which people tweet about such life burdens as non-heated leather seats or forgetting their maid's last name - and, in the process, raise awareness about serious developing world issues. For the anthem commercial, we gathered various "first world problem" tweets and then approached people in Haiti to recite them. But perhaps even more affecting is the campaign's series of personalized responses, in which various Haitians console those who have used the hashtag on Twitter.
2013 Awards
Total Points: 25
Gold Pencil
Credits
Art Director
Sam Shepherd
Creative Director
Matt Eastwood
Menno Kluin
Designer
Juan Carlos Pagan
Director
Alec Helm
Editor
Alec Helm
Melanie Meditz
Producer
Ed Zazzera
Lindsey Hutter
Writer
Frank Cartagena
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