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
Brand Transformation
Annual ID
OS_CP18050M
About the Work
Sportsbet’s new performance enhanced, sports betting app puts the ‘roid in Android, so we enlisted ‘performance enhancement experts’ from the sporting world to endorse and launch it. Led by the infamous Ben Johnson, 100m Gold Medalist*, the group also includes an Eastern Block weightlifting team; a yellow jersey winning cyclist; and a champion Chinese swimmer. Our 90s online content piece was supported by TV, radio, outdoor, online, PR campaign with a direct call-to-action for punters to download the new ‘juiced-up’ Android app and a tactical guerilla ad for the Tour de France. Cultural Background: Ben Johnson was disqualified after testing positive for banned substances at the '88 Olympics. The spot also plays on famous sporting moments where the entire Russian Olympic team, Lance Armstrong (American Cyclist) and the Chinese Swim team were disqualified for using banned performance enhancing substances. ‘Roid is also a slang term that’s short for steroids.
2018 Awards
Total Points: 2
Merit
Credits
Agency
BMF / Sydney
Production Company
Revolver/Will O'Rourke / Sydney
Rumble Studios / Sydney
The Butchery / Sydney
Heckler / Sydney
Animator
Jamie Watson
Designer
Lincoln Grice
Matthew Hughes
Director
Matt Devine
Editor
Dan Lee
Executive Creative Director
Cam Blackley
Producer
Caroline Kruck
Bonnie Law
Sound Designer
Tone Aston
Agency Producer
Mandy Payne
Cinematographer
Adam Marsden
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