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
Branded Social Post / Branded Social Post - Single
Annual ID
OS_SM17003G
About the Work
Serena Williams is the greatest female athlete the world has ever seen. We wanted to celebrate her career, while attempting to put her accomplishments into perspective. However, we needed to do it in Snapchat. Meaning, we had to get users to absorb 20 years of sports history in a medium where the average click-through rate is less than three seconds. So, how did we do it? By creating a 22-level video game embedded within a standard Snapchat ad unit. Distilling every Grand Slam into specific levels and even duplicating her exact outfits and hairstyles down to a pixel. By challenging the narrative of the platform, we were able to do something on Snapchat that had never been done: we got users to stop. Spending over three minutes on our game, 65 times longer than average. Proving that no matter the medium, everyone will make time for a great story.
2017 Awards
Total Points: 25
Gold Pencil
Credits
Agency
TBWA\Chiat\Day / Los Angeles
Production Company
Ludomade / Los Angeles
Art Director
Matt Paterno
Chief Creative Officer
Brent Anderson
Executive Creative Director
Renato Fernandez
Writer
Parker Adame
Agency Producer
Tanya LeSieur
Brian O'Rourke
Nathan Pitzel
Kat Urban
Content Strategist
Scott MacMaster
Martin Ramos
Abigail Weintraub
Matt Bataclan
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