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
Social Engagement / User-Generated Content
Annual ID
OS_SM19052M
About the Work
Huawei wanted to demonstrate the benefits of the P20 Pro’s AI-powered photography to photo-lovers across Europe. But with brand loyalty as high as 70%, getting them to try a brand they don’t know would be tricky. We created the world’s first photo competition judged by artificial intelligence. We opened the P20 Pro’s revolutionary photographic AI, which can judge the aesthetic beauty of an image, and connected it to social media through a Facebook Messenger Chatbot. Influencers launched the campaign, by rating their own photos. They then invited their followers to send photos to be rated by the AI. Every image was returned watermarked with a score, ready to be shared across social channels, and with 335,568 organic shares they did. Every entry then became an advert for the P20 Pro. And with 1.23m entries, it became the world’s biggest photo competition.
2019 Awards
Total Points: 2
Merit
Credits
Agency
FCB Inferno / London
Digital Agency
Poke / London
Production Company
MediaMonks / London
Media Distribution Company
Wavemaker / London
Art Director
Jono Owens
Creative Director
Martin McAllister
Producer
Alessandro Benedetti
Yentl Bresseleers
Alison Cooper
Marvin Engel
Mike Jenkins
Bridie Scriven
Richard Stowey
Livvy Tidd
Strategist
Marcus Richardson
Writer
Kris Wheater
Account Team
Kirsten Barnes
Cc Clark
Hollie Loxley
Paterno Oodong
Hannah Thorn
Emily Wiles
Related Awards
