The One Show
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Know What Your Data Knows
Agency Eleven, Inc. / San Francisco + Google Cloud / San Francisco + Cloneless / Portland + Gentleman Scholar / Los Angeles
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Category
Creative Use of Data / Real-Time
Annual ID
OS_CU19031M
About the Work
C-level business leaders and IT decision makers are constantly thinking about how they can best capture and use data—whether it’s for their companies or in other aspects of their lives, like sports. So, through a partnership between the NCAA and Google Cloud, we used March Madness—the NCAA’s annual college basketball tournament—to showcase the cloud’s ability to turn real-time game data into insights on live TV. To do this, we had to reinvent the commercial-making process. We started by creating a toolkit of over 250 dynamic, unique assets. So wherever the data took us, we’d be prepared. We then loaded this toolkit into a Google Cloud–powered application that could assemble, render, and traffic a television spot directly to the network in minutes. In the end, we turned all six data-driven predictions into the most relevant, real-time TV spots ever created—proving what’s possible with Google Cloud.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Eleven, Inc. / San Francisco
Optimum Sports / New York City
M Booth / San Francisco
Client / Brand
Google Cloud / San Francisco
Production Company
Cloneless / Portland
Post Production Company
Gentleman Scholar / Los Angeles
Media Distribution Company
Essence Global / New York City
PHD / New York City
Chief Creative Officer
Mike McKay
John Zissimos
Chief Marketing Officer
Alison Wagonfeld
Creative Director
Chad Leitz
John Friedman
Matt Kipper
Philip McDougall
Creative Technologist
Chuck Nelson
Celso de Melo
Data Scientist
Joel Kleinman
Eric Schmidt
Steve Sandmeyer
Allen Jarvis
Editor
Kevork Demerjian
Executive Producer
Jenny Hardin
Dave Evans
Paul Golubovich
Julie Notaro
Strategist
Gary Stein
Orit Peleg
Fauzia Musa
Creative Team
Jason Rosenberg
Matt Klug
Tyler Coonts
Account Team
Jessica Huffman
Caitlin O'Malley
Courtney Blacker
Danielle Notaro
Felipe Vlanich
Chris Wright
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