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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Category
Social Media / Best Use of a Social Network
Annual ID
150392A
About the Work
Virgin America is fun and modern. But in 2014, travelers were still choosing old, boring airlines. They needed a wakeup call to remind them that flying doesn’t have to feel soul-sucking. So we created a fake airline to embody everything that’s wrong with generic carriers. We called it BLAH Airlines. We introduced our campaign with the first recreation of a flight on a generic airline, from takeoff to landing. Just like a real cross-country flight, the film lasted five hours and 45 minutes. We put it on YouTube as the longest pre-roll video ever made and gave viewers multiple chances to exit to Virgin America. Within the film, we seeded ways to be in touch with BLAH: through a bad website, uninspired social media channels, pre-recorded toll-free number, and a fax for lame coupons. We brought all these channels to life, giving people multiple ways to connect with BLAH Airlines.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Eleven, Inc. / San Francisco
Production Company
World War Seven / Los Angeles
Art Director
Sara Worthington
Chief Creative Officer
Mike McKay
Creative Director
Bryan Houlette
Director
Michael Illick
David Shafei
Editor
Kevin X. Barth
Agency Producer
Anastacia Maggioncalda
Lindsey Wood
Mark Tobin
Amanda Punzalan
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