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 - Branded Entertainment

Typecast

Agency Wieden+Kennedy / New York + O Positive / New York

Client The Atlantic
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Annual ID

OS_BE18010G

About the Work

The Atlantic’s brand of high-quality, thought-provoking journalism and its whole ethos of relentless questioning of pat answers and assumptions are more relevant and important than ever in this age of filter bubbles and alternative facts. To help shape a more distinct brand identity for this 160-year-old outlet, and to change old perceptions around it, we brought to life The Atlantic’s “Question Answers” mission in an exciting, culturally relevant way. In the two-and-a-half-minute film, we see Michael K. Williams, (The Wire, Boardwalk Empire, The Night Of) wondering aloud if he’s being typecast. But we soon discover that he’s not alone: He’s debating this complicated question with four versions of himself, confronting issues of casting, gangsters, race and cast. Williams’ performances were riveting, and the film earned acclaim from the media and from social commentators. The video has been viewed over 12 million times across all platforms with no paid media.