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 - Brands, Products & Services / Media Relations
Annual ID
PR16029M
About the Work
Mistakes happen. But in the Internet age, they can quickly snowball out of control. Especially when they happen on live TV in front of an audience of millions. So when a clearly nervous marketing manager stumbled through presenting a Chevy Colorado with “Technology and Stuff” to the World Series MVP, it could have spelled disaster for the launch of Chevy’s new midsize pickup truck. We had two choices. We could either ignore the situation or embrace it. By quickly reacting to the semi-botched Colorado presentation, we capitalized on the buzz the situation created—changing it from negative to positive. Through real-time engagements, we interacted with people already talking about the moment on social media. Helping to turn lemons into lemonade… and stuff.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Commonwealth//McCann / Detroit
Carat / Detroit
Fleishman Hillard / Detroit
Art Director
Vic Quattrin
Chief Creative Officer
Linus Karlsson
Gary Pascoe
Creative Director
Rich Weinert
Kathy Speck
Executive Creative Director
Bob Guisgand
Duffy Patten
Writer
Scott Wolf
Agency Producer
Kelly Balagna
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