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.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2015 One Show - Responsive Environments

Trailscape

Agency Hill Holliday / Boston

Client Merrell
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

URL

Click to launch

Annual ID

150535A

About the Work

Put on a pair of Merrell shoes and you can go just about anywhere, whether it’s a short hike in your backyard or a weeklong trek. While Merrell has a devoted following, they needed to broaden their audience. With the advancement of virtual reality, we saw an opportunity. At the Sundance Film Festival, we introduced Merrell Trailscape, the very first commercial virtual-reality experience that uses motion-capture technology so the user is able to walk around in a virtual world while wearing the headset. Simply stated, people move in the real world, and they control their movement in the virtual world. A first for a brand. Using Oculus Rift, we took people on beautiful, sometimes terrifying, virtual hike through the Dolomites in Italy. A guide talks to them via walkie-talkie as they cross a rope bridge, avoid a rockslide, traverse a harrowing edge, and enjoy a stunning view from the summit.