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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2016 One Show - Branded Entertainment

Can this 17 year-old reignite the golden age of Hip Hop? Meet AFRO. 10MM views and counting.

Agency Woven Digital / Culver City + American Honda Motor Co. / Torrance + Mediavest / Los Angeles

Client American Honda Motor Co.
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Annual ID

BE16069M

About the Work

In a world of entertainment conglomerates, the greatest musicians don't always make the charts. Until now. UNCHARTED finds artists with true ability, then breaks artists via massive social platforms. Finally, the democratization of social media is helping artists achieve their dreams. Supporting the Honda “Power of Dreams” brand message, the premiere episode of UNCHARTED celebrates 17 year-old Los Angeles-based hip-hop artist AFRO. While filming his story, we followed AFRO to meet legendary producers RA Rugged Man and DJ Premier. They were so impressed by his skills, they signed him. And the first episode impressed over 10 million viewers, receiving 150K shares in the first week. Earned media was phenomenal, covered by leading hip hop publishers, even getting shout outs from hip hop icons like Questlove and Talib Kweli. Within days, AFRO was invited to perform at a dozen concerts, and De La Soul asked to work with him.