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.

2017 One Show - Interactive

2K Boost

Agency CP+B / Los Angeles

Client NBA2K
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Annual ID

OS_IN17092M

About the Work

NBA 2K wanted to create an industry-leading innovation that would bolster its position as the most realistic Basketball video game simulator out there. So we helped create Boost - a first-of-its-kind integration between video games and fitness trackers that rewards gamers for getting active. With Boost, gamers can now connect their NBA 2K accounts to their FitBits and every time they walk 10,000 steps per day, their NBA 2K character improves. This health-promoting integration has been heralded as a literal industry game-changer, with current gamers adopting the technology and new audiences discovering the game through this innovation.