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.
Learn more about The One Show 2026
Category
User Activation
Annual ID
OS_RE17004B
About the Work
In recent years, the Tribeca Film Festival lost touch with everyday New Yorkers who believe it to be a stuffy event for industry elite. Unbeknown to the public, the festival features more than film - showcasing advances in technology, immersive entertainment and gaming. With a limited budget we needed to create awareness for the festival and its tech-driven offerings. The Tribeca ReActor is a freestanding game kiosk that traveled the streets of NYC, letting people reenact their favorite movies, then get scored based on their performance, combining everything the festival has to offer (movies, tech, games and immersive entertainment). It’s the first machine to gamify acting, using voice and facial recognition. It replaces celebrities from iconic movies with players to deliver their lines in real time, then creates a video of the player’s performance and uploads it to Youtube. A high enough score awards the player free tickets to the festival.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
J. Walter Thompson / New York
Art Director
Katie Bourgeois
Chief Creative Officer
Brent Choi
Chief Design Officer
Aaron Padin
Chief Digital Officer
Jennifer Usdan McBride
Designer
Soyeon Yoo
Emely Perez
Hyunseo Yoo
Executive Creative Director
Greg Erdelyi
Product Manager
Juliana Orozco
Oswaldo Barbosa
Haley Rankin
Writer
Itai Inselberg
Kate Delaney
Agency Producer
Marry Ellen Verrusio
Liam Golding
Suzanna Shields
Content Strategist
Matt Baker
Music / Sound
Paul Greco
Product Architect
Jen Lash
Technical Producer
Zenep Cingir
Nick Orsini
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