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.
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About the Work
“Are your Photoshop skills good enough to solve a murder?” That’s the challenge we threw to our Facebook community on Halloween. We presented them with a Clue-like murder mystery in the form of a heavily layered Photoshop file. Fans would download the file and snoop through its layers to discover clues. After revealing the scene of the crime, fans were glued to our Facebook page, posting clues, proposing theories, and helping one another crack the puzzle. Then we released the files of our suspects, complete with blood types in the form of hex codes. They interrogated our suspects via Facebook comment threads, and we answered in character. This campaign truly celebrated the talents of our fans. It turned a community of designers into an army of hard-nosed detectives, sparking their imaginations and reigniting their love for the Photoshop brand.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Edelman / San Francisco
Art Director
Drew Meiser
Creative Director
Tony Johnson
Designer
Tony Johnson
Executive Creative Director
Tom Parker
Writer
Derekh Froude
Frank Fusco
Creative Team
Lesley Albright
Sarah Mitus
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