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
Integrated Branding
Annual ID
OS_CP17014S
About the Work
Serena Williams entered the 2016 US Open on the verge of breaking three major records, including the most Grand Slam titles in the Open era. Despite dominating the sport throughout her career, Williams has often been left off the list of all-time greats. Nike decided it was the perfect time to change that. In film, Nike told Serena’s story through a series of words, then removed one of them to boldly declare her the greatest athlete ever. The brand also took over New York City, bringing its powerful statement to subway stations, urban panels, wall projections, billboards, and storefronts around SoHo and Brooklyn. The message was immediately and widely shared, spreading well beyond the city limits. The celebration of Serena’s greatness generated over 70M impressions across OOH, television and digital, but more importantly sparked a much-needed debate about whether being the greatest athlete ever means you have to be male.
2017 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Wieden+Kennedy / Portland
Design Firm
Human Worldwide / Santa Monica
Production Company
Joint Editorial / Portland
Composer
Noah Woodburn
Creative Director
Alberto Pont
Ryan O'Rourke
Dan Viens
Designer
Matt Blum
Michael Rosenau
Christy Zilka
Randall Garcia
Lindsay Haddy
Kyle Pero
Rob Mumford
Amy Corcoran
Sound Designer
Johnathon Sanford
Agency Producer
Matt Hunnicutt
Content Strategist
Irina Tone
Reme DeBisschop
Henry Lambert
Danny Sheniak
Andy Lindblade
Digital Artist / Multimedia
Pilon Lectez
Dave Jahns
Lisa Feldhusen
Creative Team
Tim Arts
Stefan van den Boogaard
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