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 Use of Data
Annual ID
OS_DC20_009G
About the Work
The agony. The ecstasy. Incredible highs. Unbearable lows. Moura’s 95th minute winner. Liverpool’s 4-goal turnaround against Barcelona. From the embers of the most remarkable Champions League season ever, a truth emerged. You just can’t write this stuff. Or can you? We brought together the biggest minds in data, Google Cloud, Opta and Squawka, to do the unthinkable. Write the script for the entire 2019/20 season using Artificial Intelligence. The result? A 60-page dossier that ignited a global debate like nothing the football community had seen before. Released first to pundits, players, influencers and journalists, and then, to the nation. And the conversation erupted. Before we’d spent a penny on advertising. Then, the reveal. The true jeopardy of football brought to life in our iconic ATL Unscripted campaign. Searched more than Brexit, Boris and Fantasy Football. We drove 30% more BT Sport Subscriptions than 2018 with a quarter of the 2018 budget. And proof that you can’t script football but you can watch it live on BT Sport.
2020 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Wunderman Thompson UK / London
Chief Creative Officer
Steve Aldridge
Creative Director
Christopher McKee
Richard Morgan
Designer
Colin Smith
Executive Creative Director
Lucas Peon
Product Manager
Steve Hedge
Cathy Mears
Strategist
Marcus Reynolds
Account Team
Andy Lane
Matt Steward
Phil Watson
Natalie Wilson
Joe McGlynn
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