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
Creative Effectiveness / Single Country or Region
Annual ID
OS_CE19010B
About the Work
Background (150 words) including situation, brief, objectives. Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to people of any sexual orientation. Throughout the history of music, love songs have almost solely celebrated heterosexual love. But definitions of love and marriage are changing. To spread our message of inclusion we reimagined classic love songs in order to celebrate that love is universal. Describe the creative idea (30% of vote) (150 words). We created an album that reimagined classic wedding songs, flipping the pronouns to upend norms and challenge conventional notions of love songs, which have traditionally been written from a heterosexual point of view. Using musicians to create content, we enlisted contributors who have been at the forefront of cultural revolution, like Bob Dylan. With these iconic artists (Dylan, Kesha, Benjamin Gibbard, St. Vincent, Kele Okereke, and Valerie June), who spanned genres, generations and sexual orientations, we recorded new versions of classic love songs. The new soundtrack formed the center of a campaign that lived across digital, social and retail to create multiple touchpoints for people to experience the project and brand.
2019 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
McCann / New York
Client / Brand
MGM Resorts International / Las Vegas
Production Company
Smuggler / New York
Music / Sound Production Company
Wool & Tusk / New York
Chief Creative Officer
Eric Silver
Tom Murphy
Sean Bryan
Creative Director
Carlos Wigle
Scott Cooney
Benjamin Vendramin
Designer
George Katz
david masburn
Herman Awuku
Executive Creative Director
Chris Mitton
Nir Refuah
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