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2017 One Show - Social Media

The One Moment

Agency Ogilvy & Mather / Chicago

Client Morton Salt
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Annual ID

OS_SM17030B

About the Work

Morton Salt, an iconic yet dated brand, had been relatively quiet for the past 60 years. So when they wanted to reinvigorate their brand and attract the notoriously fickle millennial audience, they knew traditional ads wouldn’t do. Thus the 168-year-old salt company joined forces with a seemingly unlikely partner—rock band OK Go. The two set out to prove that even the smallest things can have an incredible impact, creating a mind-boggling 4-minute music video that was shot (literally) in the blink of an eye. The video was launched exclusively on OK Go’s Facebook page and within 24 hours, it had more than 10 million views. Two weeks later, it was named one of the most viral videos of 2016. Morton Salt, a quiet and unassuming brand, took a bold and modern approach to ensuring their message wasn’t just seen, but watched and re-watched, captivating the attention of millions.