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 Campaign
Annual ID
OS_SM17047M
About the Work
In 2016, Stephen Curry put on a three-point shooting performance—the likes of which the world has never seen—shattering his own previous NBA record and cementing himself as the best three-point shooter in history. But going into the 2016 playoffs, not everyone knew he was an Under Armour athlete. We saw that online chatter about Curry spiked while he was actually playing, so we decided to hijack the second screen, turning Curry’s biggest moments—his threes—into Under Armour moments, too. Every single time Curry hit a three during the 2016 playoffs, we tweeted out a new three-second ad starring Curry right as the shot dropped, linking what he did on the court with Under Armour in real time, for the Warriors entire two-and-a-half-month-long playoff run. All for less than the cost of airing a playoff spot once.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Droga5 / New York
PR / Marketing Agency
Under Armour / Baltimore
Production Company
O Positive / New York
Chief Creative Officer
David Droga
Ted Royer
Creative Director
Tim Gordon
Designer
Toga Cox
Creative Team
Sally-Ann Dale
Ben Davies
Jonny Bauer
Harry Roman
Hillary Heath
Julian Cheevers
Scott Bubis
Benjamin Bliss
Evan Schultz
David Cardinali
Isabella Lebovitz
Niklas Lindstrom
Sam Matthews
Newman Granger
Colleen Leddy
Maureen O'Brien
Anthony Khaykin
Bola Adekoya
Lucy Santilli
Connor Hall
Related Awards
