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 - Interactive

The Developer

Agency Leo Burnett / Chicago + Rock Paper Scissors / Santa Monica + Furlined / Santa Monica + The Mill / Los Angeles

Client Samsung
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Annual ID

140646N

About the Work

A mysterious super star abandons the trappings of his fame and instead, uses his influence, and his Samsung Note 3, to accomplish something much more meaningful. ¬†
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"The Developer" is a musical short film by Samsung paring the real world actions of Lionel Messi and his foundation with the hit single "Royals" by Lorde to show the possibilities when we act on something bigger than self.
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Together with his Samsung GALAXY Note 3 and GALAXY Gear, the mysterious Developer effortlessly masterminds a secret construction project using the latest in Samsung technology including Action Memo, Pen Window, Scrapbook and hands-free call capability on the Gear.
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The spot concludes with the reveal of a beautiful new pitch and the identity of the mysterious Developer: the world's most famous football player, Lionel Messi, fulfilling his personal mission to help under privileged children stay happy and healthy.¬†