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
Consumer - Branded Social Post / Branded Social Post
Annual ID
SM16005B
About the Work
The fact that videos on Facebook auto play silently is obvious to everyone, especially Captain Obvious. So rather than put another ad made for TV on Facebook, he and Hotels.com made a series of ads designed to break through the “Wall of Silence.” By making “silent” ads that acknowledged their silence, people were intrigued to engage and rewarded for their engagement. As a result, Hotels.com saw a five-fold increase in user engagement.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
CP+B / Boulder
Production Company
Biscuit / LA
Art Director
Nicole Karalekas
Victor Roa
Chief Creative Officer
Ralph Watson
Director
Clay Weiner
Executive Creative Director
Dan Donovan
Producer
Kate Hildebrant
Jessica Coccaro
Writer
Ross Saunders
Chris McMahon
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