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
Mobile-First Video / Over 15 Seconds
Annual ID
OS_MO21_006G
About the Work
Today, we consume almost all of our content vertically. In fact, today, we hold our phones vertically 94% of the time, according to MOVR’s Mobile Overview Report 2020.
Starburst Swirlers were a new type of Starburst with a shape people were unfamiliar with. They were shaped vertically.
To launch the first vertical starburst, we drew attention to the unexpected joy of consuming something vertically. We made a mobile video by turning our whole set on its side, creating a world literally built for the 9:16 frames of our phones.
The result was a mobile video that was best enjoyed vertically. We launched with a 100% mobile, vertical ad buy, ensuring everyone who consumed our vertical ad did so on their phone.
Starburst Swirlers were a new type of Starburst with a shape people were unfamiliar with. They were shaped vertically.
To launch the first vertical starburst, we drew attention to the unexpected joy of consuming something vertically. We made a mobile video by turning our whole set on its side, creating a world literally built for the 9:16 frames of our phones.
The result was a mobile video that was best enjoyed vertically. We launched with a 100% mobile, vertical ad buy, ensuring everyone who consumed our vertical ad did so on their phone.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
DDB / Chicago
Production Company
Smuggler
HutchCo / Los Angeles
Post Production Company
Another Country / Chicago
Framestore
Media Distribution Company
MediaCom / New York
Associate Creative Director
Dan LaVigne
Chief Creative Officer
Ari Weiss
Britt Nolan
Creative Director
Alan Shen
Chris Walker
Nick Howard
Nick Stoner
Nathaniel Lawlor
Executive Creative Director
Colin Selikow
Executive Producer
Matt Blitz
Strategy Director
Jonathan Palmer
Writer
Joey Johnson
Global Strategy Director
Josh Druek
Account Executive
Gabrielle Gresge
Account Supervisor
Jacqueline Hines
Chief Production Officer
Diane Jackson
Global Brand Lead
Josh Lenze
Global Operations Lead
Eli Velez
Production Manager
Jillian English
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