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
Collateral / Promotional Materials - Single or Campaign
Annual ID
150237A
About the Work
Mountain Dew believe - to get to easy you have to go through hard. But we needed to make it real. So we created a new type of skateboard. With a regular skateboards, you skate them hard and the graphic gets wrecked. But with these boards, the harder you skate them the better the graphic gets. The design’s laser cut into the ply, filled with hard resin, and then hidden. So you have to skate it to earn your graphic. To get one you just had to prove you skated hard enough to deserve one by posting pictures.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Colenso BBDO / Auckland
Production Company
Finch / Auckland
Chief Creative Officer
Nick Worthington
Creative Director
Levi Slavin
Dan Wright
Designer
Mike Davison
Producer
Jen Storey
Rob Galluzzo
Karen Bryson
Writer
Matt Lawson
Creative Team
Chris Neilus
Emad Tahtouh
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