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.

2016 One Show - Social Media

Slot Car Holiday Heats

Agency Ignition – A Razorfish Company / El Segundo

Client Acura
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Annual ID

SM16055M

About the Work

“Oh What Fun It Is To Drive” was the creative platform for Acura’s Winter Sales Event. We were challenged to reinterpret, or reinvent a holiday tradition. Classic slot car races provided a powerful insight and mechanism: rekindle the love and excitement of getting an iconic toy, and translate that nostalgia into the joy of buying a new car. We created the first ever Periscope-powered race: a slot car race with a multi-camera broadcast and two live announcers, inviting users to #RaceYourHeartOut. Using an Arduino, we were able to hack the “hearts” function on Periscope to power the slot cars. The more a viewer would heart during a race, the faster their slot car would go. The purse for each race--or heat--was worth a $500 donation to the Pediatric Brain Tumor Foundation. Two hours and twenty races later, we generated 60,000 hearts and raised $10,000 for PBTF.