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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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2019 One Show - Creative Use of Data

TagWords

Agency Africa / Sao Paulo

Client AB Inbev/Budweiser
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Annual ID

OS_CU19011B

About the Work

Being ingrained in alternative culture created an astonishing effect for Budweiser: artists who were taking their first steps, but later became huge music icons, embraced the brand with no request or paychecks. By searching on Google, we discovered pictures of famous artists casually drinking a Bud in their time off. These pictures represent the brand’s legacy on music. But, although they are part of Budweiser’s history, it cannot show them. Budweiser never asked or payed for these pictures. So we decided to simply give people directions to find them by themselves, in their natural habitat: Google. All these pictures can be easily found via Google search, as long as you know the exact directions. With a smart use of search engine, we tracked all the combinations of words that can take people straight to each picture, and with this data invited people to search for specific combinations of words.