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.
Learn more about The One Show 2026
Category
Innovation in Interactive
Annual ID
OS_IN20_074M
About the Work
Along with the release of Star Wars Episode 9, LEGO launched new LEGO Star Wars sets. In order to advertise these new sets, an attention-grabbing promotion idea had to be developed especially for the cinema environment, which would impressively stage the new sets and thereby inspire LEGO Star Wars fans of all ages. In the Star Wars universe, you can use the force to move objects simply with the power of your will. So naturally, we also used the force and created an experience where everyone can discover the force for themselves. Based on the LEGO TV commercial, we developed the Build with the Force Experience: an interactive mixed-reality game, in which two players face each other in a force duel and try to rebuild a spaceship with the force as quickly as possible. Together with Tawny Emotion AI, we developed a special machine learning algorithm: the Force AI. It measures several factors: the force gesture including muscle tension, the concentration level via face recognition and the pulse via minimal changes in face color. The algorithm then combines all this on one individual score. The higher this score, the faster the ship is reassembled.
2020 Awards
Total Points: 2
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Serviceplan Group / Global
Digital Agency
PLAN.NET GERMANY / Munich
TAWNY / Munich
Production Company
Albert Coon / Munich
Neverest / Munich
Music / Sound Production Company
Giesing Team / Munich
Media Distribution Company
MEDIAPLUS GERMANY / Munich
Animator
Timon Patris
Art Director
Hans Zieringer
Chief Creative Officer
Alexander Schill
Matthias Harbeck
Creative Director
Andreas Daum
Till Rohtweiler
Richard Wegele
Creative Technologist
Niklas May
Programmer
Dr. Chadly Marouane
Sound Designer
Markus Krause
User Experience Designer
Alexander Kneifel
Writer
Janus Berendts
Creative Team
Efim Tamplon
Account Team
Christin Herrnberger
Sandra Loibl
Monika Klingenfuss
Carl Eggert
Victoria Wissmann
Sabrina Duchow
Jochen Lenhard
Lukas Pachoinig
Maximilian Leipert
Stefanie Keller
Franzisca Seippel
Ewald Pusch
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