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.
Category
Events & Experiential
Annual ID
OS_PR17048M
About the Work
American Greetings is a paper greeting cards company in a declining category (cards are losing out to digital-based communication) with an aging demographic. We needed to create an event that would bring the brand some much-needed attention while bringing to life our ethos of creating real, more meaningful connections. With that in mind, we created, “Analog by American Greetings” at SxSW Interactive, the world’s largest digital festival, and pretty much the last place anyone would expect to find anything analog. In three days, we received over 4000 visitors, who sent over 2000 cards and spent over 25 minutes (avg.) interacting with our analog activities and other people (face to face!) in the space.
2017 Awards
Total Points: 5
Merit
Credits
Agency
MullenLowe / Boston
Chief Creative Officer
Mark Wenneker
Creative Director
Jon Ruby
Enrique Camacho
Executive Creative Director
Tim Vaccarino
Dave Weist
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