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.

2018 One Show - Interactive

Fail

Agency Try / Oslo + Tangrystan / Oslo

Client Norwegian Red Cross
BACK TO RESULTS

URL

Click to launch

Annual ID

OS_IN18063M

About the Work

First aid has been communicated many times before without creating much involvement, as many have become almost immune to general reminders. This time, we wanted to give people the experience of what it feels like not being prepared when suddenly faced with a life or death situation. So we hid our message inside a funny fail video, and made it interactive so that people had to engage with, and affect the outcome of, the film directly. This was work made to connect to the target audience and through interaction engage them to share and follow an immediate call to action. The film was spread almost entirely organically, with branded support only accounting for 3%. The average time people spent with the film was the entire length, where over 95% staying until the end.