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.

2014 One Show - Advertising

Cabvertising

Agency Droga5 / New York

Client Newcastle
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Annual ID

140380A

About the Work

To launch Newcastle Cabbie Black Ale and promote responsible drinking, Newcastle gave pub patrons free rides home in authentic British cabs. However, as all riders immediately found out, nothing in life is free. To earn their ride, our passengers had to advertise Newcastle Cabbie through a giant rooftop megaphone for the duration of their trip. If at any point they stopped, so did their ride. At one point, 75% of the Santa Monica Police Department was responding to one of our 67 noise complaints. To date, the video has over a million views on YouTube, making Cabbie Black Ale the most successful launch in Newcastle's history.