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.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Innovation - Innovation in Social Media / Innovation in Social Media
Annual ID
SM16056M
About the Work
If we’re all unique why are we advertised to as if we’re all the same? To prove the Rav4 Hybrid is as unique as we are, we created Rav4 you. We created 100,000 unique personalized videos designed to be relevant to every kind of Rav4 driver. Using Facebook’s interest data, and a unique editing technique, we created 100,000 videos. We filmed them in three parts: a beginning, middle, and end. Then we algorithmically edited them to create a huge number of unique films.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Saatchi & Saatchi LA / Torrance
Production Company
Compadres / Torrance
Uber Content / Los Angeles
Megatrax / North Hollywood
Noises Digital / Los Angeles
Lime Studios / Santa Monica
Art Director
Phillip Samartan, Sr. AD
James See
Chief Creative Officer
Jason Schragger
Creative Director
Chris Pierantozzi
Director
Daniel Strange
Editor
Ryan Turner
Addison Goss
Related Awards
