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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.

2021 One Show - Interactive & Online

The whole working-from-home thing

Agency Apple + SMUGGLER + Work Editorial + a52

Client Apple

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Category

Online-only Video / Single

Annual ID

OS_IN21_011S

About the Work

Apple helps unleash creativity and productivity, no matter where teams are. What better way to demonstrate that than giving everyone’s favorite relatable coworkers, The Underdogs, the toughest assignment of their careers?

While they’re working from home during lockdown they’re surprised by a Group FaceTime from their boss first thing Monday morning. The big project they thought was dead is BACK, but with different specs, not much time, and no one in the office.

Every day brings new victories and challenges: a scramble to get themselves organized as their calendars fill up with meetings and milestones; brainstorming sessions that go nowhere and everywhere; camaraderie that’s still there but plays out across iMessage, Group FaceTimes, and shared documents instead.

Just like in The Before, it’s still a world of deadlines, group chats, conference calls, coworkers, and bosses. But in The Now it also became a world of kids, roommates, and a hairless cat. And it’s definitely a world where collaboration never misses a beat.

Just when they think they’re making progress, the budget’s cut in half. A burst of creativity, collaboration, and an all-nighter later, they’re back in business. They race to the finish, collaborating in real time on their big presentation. Finally, they’re ready, the client’s on the call and — well, let’s just hope everyone’s wearing pants.

WFH isn’t new, but we proved both with the film and the process of making it that when you give people insanely great tools they really can make insanely great work — from anywhere.

2021 Awards

Total Points: 21

Credits

Client / Brand

Apple

Production Company

Smuggler

Post Production Company

Work Editorial
A52

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