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_CP17057M
About the Work
For Tide’s 2017 Super Bowl campaign, we set out to warp the line between reality and advertising. During the game, over 100 million people witnessed Terry Bradshaw go on what they thought was live TV, with a stain on his shirt. Viewers rushed to social media to call out Bradshaw’s stain. The very next commercial break, Tide claimed the stain with our TV commercial. We came to game day prepared with hundreds of Tweets to perpetuate conversation, but realized quickly after the stain first made its appearance that #BradshawStain didn’t need any help. Our spot generated over 40,000 organic posts during arguably the greatest Super Bowl game of all time and made Terry and his stain famous.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Saatchi & Saatchi / New York
PR / Marketing Agency
MKTG / New York
Taylor Strategy / New York
MMK / New York
Production Company
Rattling Stick / Los Angeles
Post: The Mill & Co3 / New York
Arcade / New York
Nylon Studios / New York
Heard City / New York
Media Company
Hearts & Science / New York
Art Director
Lisandro Ancewicz
Chief Creative Officer
Javier Campopiano
Composer
Adam Moses
Creative Director
Chad Baker
Tim Davies
Director
Traktor
Editor
Geoff Hounsel
Executive Creative Director
Paul Bichler
Producer
Joe Biggins
Megan Moore
Anastasia Von Rahl
Sila Soyer
Andrew Cravotta
Hamish Macdonald
Christina Carlo
Sound Designer
Rob Ballingall
Writer
Will Danilow
Blake Morris
Agency Producer
Dani Stoller
Cinematographer
Jess Hall
Digital Artist / Multimedia
Dan Warom
Samantha Pedregon
Itai Muller
Gillian George
Eugene Gauran
Annie Zhao
Patrik Lindvist
Michael Lori
Steve Chavez
Patrick Heien
Gareth Parr
Mathew Dobrez
Sam Evenson
Adam Lambert
Dylan Streiff
Brad Scott
Greg Park
Natalie Wozniak
Sardor Kaziyev
Tom Poole
Creative Team
Andrea Diquez
Nick Miaritis
Ryan Martin
Jen Brotman
Emily Hook
Tiffany Graeff
Naya Mukherji
Alan Lin
Lisa Rimmer
Daniel Bueckman
Scott Minor
Shari Wyler
Tom McGovern
Jordan Futscher
Rob Sipniewski
Music / Sound
Dan Wilcox
Philip Loeb
Technical Producer
Chris Bayol
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