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
Non-Profit - Television / Television (Any Length) - Single
Annual ID
FI16062S
About the Work
Even the most open-minded people have internalized the implicit bias of cultural stereotypes, whether or not they act on it consciously. To help expose this bias, we created an online video featuring a variety of couples interacting behind a large X-ray installation. As the skeletons kissed and danced, viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, the surprise gave viewers a simple demonstration of their implicit bias. Results: 160M combined views Second most viewed PSA in history after just 3 weeks Over 1.5B media impressions
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
R/GA / New York
Chief Creative Officer
Nick Law
Director
Danielle Levitt
Executive Creative Director
Eric Jannon
Chris Northam
Producer
Jerry Solomon
Edward Grann
Caleb Omens
Michelle Stern
Yehuda Duenyas
Darcy Parsons
Jason Cohon
Zack Whitley
Agency Producer
Diego De La Maza
Kat Friis
Matthew Alland
Jon Hingston
Creative Team
Shawn Zupp
Mister Brumfield
Joanne Rotella
Michael Berlucchi
Heidi Arthur
Dzu Bui
Madeline Miller
Music / Sound
Lime Studios
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