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.

2017 One Show - Moving Image Craft

Da Da Ding

Agency Wieden+Kennedy / Delhi

Client Nike, India
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Annual ID

OS_MI17034B

About the Work

To reintroduce sport to girls, we wanted to make something that went beyond an ad, something that lived on their phones. Music, we quickly realized, was the answer. But what kind of music? We wanted it, first and foremost, to be a great workout track. Something that made you feel powerful or make you workout that little bit harder. But we also wanted to make something that sounded fresh, something that was far from the world of EDM and auto-tuned, sugary pop. Gener8ion’s track and Gizzle’s voice was a potent combination that had all the makings of a hit it turned out to be. The track went #1 on Shazam and iTunes in India and still features in dance and workout playlists across the world.