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 Post / Campaign
Annual ID
OS_SM20_051M
About the Work
How do you hijack the conversation surrounding the Super Bowl with one uncaptioned Instagram? By tapping into the annual swirl of speculation surrounding whether the greatest quarterback of all time was retiring. Three days before the big game, we had Tom Brady post a cryptic Instagram that ignited the internet and created headlines around the world. Was he walking into the stadium or out? No one knew if it meant he was playing next season or retiring, staying with his team or leaving. By the time Super Bowl arrived, some fans were more focused on a potential announcement from Tom than the game itself. Conversation had reached a fever pitch when Tom finally revealed his news during a first quarter commercial. The news he broke was that Hulu doesn’t just have live sports. Fans and media alike erupted in disbelief, all thanks to one cryptic photo.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Big Family Table / Los Angeles
Client / Brand
Hulu / Santa Monica
Production Company
Arts & Sciences / West Hollywood
Music / Sound Production Company
Lime Studios / Santa Monica
Post Production Company
Tribbo Post / Los Angeles
The Den / Los Angeles
Company 3 / Santa Monica
Art Director
Max Pollak
Creative Director
Eric Christy Manchester
Neal Desai
Executive Creative Director
Guto Araki
Writer
Carly Blitz
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