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
Social Engagement / Community Building
Annual ID
OS_SM17027B
About the Work
Before The Hashtag 500, NASCAR was just a spectator sport. And The Daytona 500, its first and biggest race of the year, was passive entertainment. We made the race (and its broadcast) more exciting by giving fans everywhere the chance to race and win, just like the drivers on the track. It was unprecedented real-time participation. During The Daytona 500, fans raced on Twitter to win coveted driver memorabilia: tires from a pit stop, a piece of car bent seconds earlier in a crash, plus Daytona's signed checkered flag. The result was NASCAR's most engaging and entertaining race ever.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Ogilvy New York / New York
Chief Creative Officer
Teddy Lynn
Creative Director
Terry Finley
Aaron Mosher
David Yankelewitz
Creative Technologist
Chris Allen
Michael Cavalea
Producer
Melanie Baublis
Sarissa Karnbach
Danielle Russo
Patrick Oliver
Angela Fung
Akiko Nakashima
Ryan Leonard
Product Manager
Mark Himmelsbach
Jen Natuzzi
Adair Barber
Creative Team
Rich Wallace
Andrew Miller
Hayley Grassetti
Dan Winikur
Zach Buckner
Product Architect
Jason Wurtzel
Jordan Saletan
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