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.

2022 One Show - Branded Entertainment

DojaCode

Agency Mojo Supermarket + Active Theory + Girls Who Code

Client Girls Who Code

Category

Best of Branded Entertainment

Annual ID

OS22_BE001G

About the Work

Girls don’t see themselves in coding. They think the tech industry is a bunch of white dudes in hoodies. Which means millions of girls are missing out on careers that tech bros are making millions from. Girls Who Code’s mission is to close that gender gap by getting girls interested in coding. But the problem is, there’s a thousand other things that girls care about more than coding. And Doja Cat is like 999 of them. Every time Doja Cat releases a new music video - girls around the world stop what they’re doing to watch. We knew this was where we could hack their viewing habits and teach them a thing or two - by creating the world’s first codable music video. We turned Doja’s hit single Woman into an interactive experience that teaches girls how to code. The experience, DojaCode, enabled visitors to direct the music video, while introducing them to 3 coding languages – CSS, Javascript, Python. As users visited the site, they were able to control the story by unlocking hidden content using basic coding language. From changing nail designs, to controlling the sky, to manifesting Doja herself out of thin air, DojaCode gave fans the opportunity to play the role of music video director all through the power of coding. Within just a few hours of launch, DojaCode was everywhere. Over 150,000 people coded the video within just the first week. Thousands were capturing and sharing it. They were freaking out on TikTok, losing it on IG. In the first two weeks, DojaCode garnered $10M in earned coverage—all without a single dollar of paid media behind it. Most importantly, we introduced countless girls to coding—so they can break into the tech field, make tons of tech money, and (to quote Doja) be drippin' like a fuckin' mermaid.

2022 Awards

Total Points: 90

Best of Discipline Pencil

Credits

Agency

Mojo Supermarket

Client / Brand

Girls Who Code

Production Company

Active Theory

Record Label

RCA Records

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