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
Innovation in Cross-Platform / Experiential
Annual ID
OS_CP18061M
About the Work
The Super Bowl is the most cluttered marketing environment of the year. Brands try to outdo one another in their quest to be loved by everyone. But trying to be loved by 100 million people at once often forces advertisers to speak to the lowest common denominator. We wanted to disrupt this behavior by creating a real Super Bowl ad, but only showing it to one single person. The program kicked off with an announce film, that shared the idea with the world. Next, 4 teaser videos featuring David Schwimmer were released, encouraging people to guess which was a scene from the real ad that they would never get to see. On Super Bowl Sunday, consumers watched Marcos watch the ad on Facebook Live. Finally, we released a film that showed the lengths we went to create the most exclusive Super Bowl ad ever for an audience of one.
2018 Awards
Total Points: 2
Merit
Credits
Agency
DDB Chicago / Chicago
PR / Marketing Agency
Olson Engage / Chicago
Fanscape / New York City
Production Company
MJZ / Los Angeles
Work Editorial / New York City
The Mill / New York City
Media Company
Starcom / Chicago
Mediacom / Chicago
Chief Creative Officer
Ari Weiss
John Maxham
Creative Director
Nathaniel Lawlor
Ruth Bellotti
Director
Steve Ayson
Executive Creative Director
Colin Selikow
Producer
Tim Allan
Laurie Boccaccio
Social Media Manager
Leandro Martinez
Creative Team
Diane Jackson - Chief Production Officer
Matt Blitz - Executive Producer
Jason Georgen - Senior Producer
Scott Terry - Production Manager
Azher Ahmed - Director of Digital Operations
Jim Higgins - Digital Director
Nico Nieto - Digital Director
Josh Drueck - Group Strategy Director
Jonathan Palmer - Strategist
Richard Guest - Global Business Lead
Eli Velez - Global Segment Lead
Josh Lenze - Global Brand Lead
Erin Leahy - Global Account Director
Katie Goold - Account Executive
David Zander - President
Emma Wilcockson - Executive Producer
Jody Lee Lipes - Director of Photography
Inbal Weinberg - Production Designer
Jane Shearer - 2nd Unit Director
Mike Horan - Assistant Editor
Josh Sasson - Assistant Editor
Winter Brihn - Assistant Editor
Erica Thompson - Executive Producer
Nirad 'Bugs' Russell - Senior Producer
Jade Kim - VFX Shoot Supervisor
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