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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Category
Consumer Television / :30/:25 - Campaign
Annual ID
140647A
About the Work
When we surveyed the landscape of telecom advertising, we realized how cluttered it was with meaningless jargon and empty proclamations. Competitors were spending three times as much as Sprint to shout that they were the biggest or the fastest or the newest, and the customer was completely absent from the conversation.
We needed to cut through the clutter and show customers that they matter. So instead of celebrating our network, we celebrated the things people do on our network - by having them performed by legendary actors James Earl Jones and Malcolm McDowell. Our target audience was enormous, so we honored the conversations of a wide range of people - from teenage girls to married couples to thirty-something guys to college kids. By reenacting relatable, authentic-feeling conversations, we could connect with people on a personal level and establish ourselves as the company that understands them.
We needed to cut through the clutter and show customers that they matter. So instead of celebrating our network, we celebrated the things people do on our network - by having them performed by legendary actors James Earl Jones and Malcolm McDowell. Our target audience was enormous, so we honored the conversations of a wide range of people - from teenage girls to married couples to thirty-something guys to college kids. By reenacting relatable, authentic-feeling conversations, we could connect with people on a personal level and establish ourselves as the company that understands them.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Chicago
Starcom MediaVest / Chicago
Production Company
Biscuit Filmworks / Los Angeles
Rock, Paper, Scissors / Los Angeles
Cutters / Chicago
Chief Creative Officer
Susan Credle
Creative Director
Ryan Wolin
Director
Noam Murro
Executive Creative Director
Michael Boychuk
Nuno Ferreira
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