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 Responsive Environments
Annual ID
OS_RE18027M
About the Work
To promote Amazon’s critically acclaimed con artist drama, Sneaky Pete, we produced a unique lie detector test. By referencing key elements of the storyline, the interactive experience invited users into the world of Sneaky Pete. Would-be con artists were guided through a sequence of exercises based on real life scenarios. The experience leveraged IBM Watson’s API analytics and speech-to-text module to determine the user’s level of confidence, persuasion, and control. If successful, users were deemed a worthy con artist, receiving shareable content that they could post on their social feeds to amplify awareness around the show ahead of its premiere. The one-of-its-kind microsite achieved over 600,000 digital impressions and the out of home installation was seen by over 100,000 individuals across Los Angeles and New York, helping Sneaky Pete become Amazon Prime’s no.1 most watched series in the US, and no. 2 most watched series globally.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Initiative / Los Angeles
Production Company
Thinkingbox / Vancouver
Rapport / Los Angeles
Art Director
Kevin Mak
Chief Technology Officer
Justin Desjardins
Creative Technologist
Jean-Michel Saulnier
Irving Avina
Designer
Cherry Hung
Miquel Reina
Executive Creative Director
Troy Graham
Producer
Selena Stokes
Programmer
Kit Kong
Mabia Cavalcante
Tien Le
Agency Producer
Russ Cohn
Content Strategist
Tammi Ward
Technical Producer
Jordan Ciurcovich
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