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_CP17047M
About the Work
In September 2016 the world was coming to Canada to play the biggest hockey tournament in a decade. Budweiser knew every single goal would matter and we needed all 36 million Canadians to unite and share in the celebration. Our idea was to turn the country into a fully functioning game synced goal light and literally “Light Up the Nation” whenever Canada scored. We began our mission in January and by the time the first puck dropped in September, we had a massive 25 ft working goal light on top of the world, a one of a kind out of home campaign that lit up whenever Canada scored, a goal synced social campaign and hundreds of thousands of goal synced red light glasses in people’s hands. We were truly ready to “Light Up The Nation”; all we needed now were Canadian goals.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Anomaly / Toronto
Labatt Brewing Company Ltd / Toronto
Design Firm
Buzz Products / Toronto
PR / Marketing Agency
Veritas Communications / Toronto
Mosaic Canada / Toronto
Production Company
Hunter Straker / Toronto
Media Company
UM Canada / Toronto
Art Director
Todd Cornelius
Max Bingham
Creative Director
Jamie Marcovitch
Todd Cornelius
Designer
Andy Slater
Executive Creative Director
Pete Breton
Dave Douglass
Producer
Leanne McLellan
Rob Murray
Social Media Manager
Chris Campaner
Creative Team
Franke Rodriguez
Candace Borland
Matt Holton
Thomas Gaylor
Kyle Norrington
Andrew Oosterhuis
Candy Lee
Lindsay Olimer
John Patrito
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