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
Target needed to give Star Wars fans a reason to shop with them over their competitors. To breakthrough this saturated space, we centered our idea around a previously untapped truth: For three generations, fans have connected with this franchise like no other, and a lot of those memories are rooted in the merchandise. So we created Share the Force, a multi-dimensional campaign celebrating the memories fans have of their beloved franchise and enabling them to create even more; re-igniting Star Wars nostalgia, connecting three generations of fans and re-establishing Target as the number one retailer for Star Wars merchandise.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Deutsch / Los Angeles
Production Company
MediaMonks / Los Angeles
Chief Creative Officer
Pete Favat
Creative Director
Zaid Al-Asady
Daniel Barak
Janet Higdon
Meghan DeRoma
Designer
Greta Mantooth
Drew Brooks
Executive Creative Director
Karen Costello
Tara Greer
Agency Producer
Vic Palumbo
Mary Ellen Duggan
Creative Team
Winston Binch
Chris Carter
Lisa Zakroff
Technical Producer
Pam Scheideler
IV Tench
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