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
Events & Experiential
Annual ID
OS_PR17049M
About the Work
American Greetings, a 111-year-old paper card company, wanted to remind people that cards are the most meaningful way to connect. Even if social media and gadgets have become the norm. So we created a stunt that made the greeting card relevant again by pretending it wasn’t one, and launched it at the techiest place on earth. CES. We called it “A Device Like No Other’ and hinted at its ultrathin and powerful HD display through teaser videos that played on social media and out-of-home. We even leaked it to the press. When we finally unveiled our “device” to the public, the line was out the door, as they used it to write meaningful messages home. At the end of the day, each one walked away with a powerful reminder – that the right occasion calls for the right technology, and in this world of tech, a card can hold its own.
2017 Awards
Total Points: 5
Merit
Credits
Agency
MullenLowe / Boston
Production Company
MPC Creative / Los Angeles
Media Company
MullenLowe Mediahub / Boston
Art Director
Brian Leech
Jessica Grantham
Chief Creative Officer
Mark Wenneker
Creative Director
Blake Winfree
Andrea Mileskiewicz
Allison Rude
Brian Leech
Executive Creative Director
Tim Vaccarino
Dave Weist
Writer
Allison Rude
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