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
Consumer Television / Under $80K Budget - Campaign
Annual ID
140205A
About the Work
Channel THIRTEEN is New York√?¬¢√¢‚??¬¨√¢‚??¬¢s local Public Broadcasting Station. They need membership support to stay on the air. Problem is, TV has been overrun by crappy reality TV. If shows like Duck Dynasty and Honey Boo Boo keep attracting all the attention, there won√?¬¢√¢‚??¬¨√¢‚??¬¢t be any quality programming left. So to draw attention to how absurd the TV landscape has become, we launched #TVGONEWRONG √?¬¢√¢‚??¬¨√¢‚?¨≈? a marketing campaign for several fake reality shows (Meet The Tanners, Clam Kings, and Long Island Landscapers). They were just as believable and ridiculous as real reality TV shows, except they all ended with, √?¬¢√¢‚??¬¨√?‚??the fact you thought this was a real show, says a lot about the state of TV,√?¬¢√¢‚??¬¨√?‚?? and asked people to support THIRTEEN and quality programming. We promoted the shows the same way a network would, including trailers that ran on TV stations.
2014 Awards
Total Points: 5
Merit
Credits
Agency
CHI&Partners NY / New York
Production Company
Sandwick Media / New York
Mackenzie Cutler / New York
Director
Paul Riccio
Editor
Gavin Cutler
Mike Rizzo
Executive Creative Director
Isaac Silverglate
Jeff Anderson
Producer
Bill Sandwick
Sasha Hirschfeld
Agency Producer
Dana May
Creative Team
Ronnie Lee
Patrick Regan
Music / Sound
Sam Shaffer
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