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 / Targeting
Annual ID
OS_CU20_018M
About the Work
We’re in the midst of a sleep epidemic as people neglect their bedtime for work, TV, and social media, including the worst culprit: late-night YouTube videos. IKEA decided to remind people of the importance of sleep at the exact time they were avoiding it. All night long, we targeted everyone still up watching YouTube videos with uniquely customized time-specific messages asking why they were awake, calling out the exact time and video they were watching, and exactly how many hours were left until IKEA opened so they could go buy a better mattress. Our messages were integrated with time-triggered digital boards that told people to go sleep, along with targeted spots on TV and online. People were shocked, impressed and truly freaked out over how IKEA knew exactly what they were watching, at exactly what time, and exactly where, resulting in a 108% lift in brand interest and 672% lift in product interest, the highest result Google has ever seen in any brand.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Rethink / Toronto
Digital Agency
Fort York VFX / Toronto
Production Company
FRANK / Toronto
Saints Editorial / Toronto
Alter Ego / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Media Distribution Company
Jungle Media / Toronto
Art Director
Zachary Bautista
Creative Director
Aaron Starkman
Christina Yu
Digital Artist
Andrew Rolfe
Wade Odlum
Director
Rodrigo Garcia Saiz
Director of Photography
Chris Mably
Editor
Brian Williams
Paula Hicks
Executive Producer
Danielle Kappy
Producer
Shelby Spigelman
Ted Rosnick
Sound Designer
Art Mullin
Strategist
Sean McDonald
Stacy Ross
Writer
Andrew Chhour
Creative Team
John Barreiro
Account Team
Sarah Riedliner
Daniel Riggi
Marie Lunny
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