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_CP17010G
About the Work
Bingeing shows, following famous families, and liking coworkers’ vacation photos has not just caused us to live vicariously through others—it’s made us addicted to our screens. For Nike, that’s a problem. It’s the antithesis of Just Do It. The brand set out to shake things up by disrupting this unproductive behavior. We targeted audiences with short, text-based videos narrated by Siri, all designed to snap people out of their screen-induced daze and make them reconsider how they spent their time. Bespoke videos were delivered in the medium where this behavior is most prevalent: Facebook, Twitter, Instagram. We interrupted The Walking Dead finale and The Bachelor premiere with contextual calls-to-action. Where time is wasted most, we stepped in to encourage viewers to get off their screens and get moving.
2017 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Wieden+Kennedy / Portland
Production Company
Joint Editorial / Portland
Media Company
RazorFish / Seattle
Creative Director
Chris Groom
Antony Goldstein
Editor
Eric Hill
Producer
Leslie Carthy
Sound Designer
Noah Woodburn
Agency Producer
Matt Hunnicutt
Amy Berriochoa
Creative Team
Stefan van den Boogaard
Tim Arts
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