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.
Category
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID
PO16080M
About the Work
Our way of communicating has changed. Nowadays most people communicate through text messages. Unfortunately, quite often what they want to say can be wrongly interpreted because in a simple message one cannot express the meaning of what one intends to. Crest Complete is the toothpaste that gives you that white smile you need to say things in a unique way. “A smile changes the whole story.” We all know what the power of a smile can achieve. And to prove it, we compared different text messages and we found out that, only by adding a smile emoticon, the story changed completely and the message was better communicated. It’s focused on all those people, from millennials to young adults, for whom cellphones are a very important part of their lives but they don’t want to be misunderstood when they communicate with their friends and families.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Conill / Miami / Los Angeles
Art Director
Mauricio Mutis
Chief Creative Officer
Javier Campopiano
Group Creative Director
Tomas Almuna
Cristian Costa
Juan Cruz Vassallo
Hernán Pettinaroli
Executive Creative Director
Hernan Cerdeiro
Diego Yurkievich
Producer
Rodrigo Vargas
Creative Team
Ricardo Chuecos
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