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.
Category
Innovation & Transformation / Innovation in Film
Annual ID
OS22_FI011G
About the Work
Briefing:
YouTube, Vimeo, Instagram.
Music videos can be found everywhere.
Clicked by millions of people.
But non of these plays will bring you to the top of the charts.
Our task: to bring Universal’s artist CRO and his latest song on the top of the charts.
Idea:
We created an innovative music video that was exclusively released on Spotify thanks to a smart hack - and pushed CRO further up the charts with every single play.
Execution:
We used Spotify's new video canvas as a medium to replace static album covers.
We overcame the time limit by simply cutting our music video into pieces and releasing it as a playlist.
This way we could surprise people with a full music video. The first music video on Spotify.
YouTube, Vimeo, Instagram.
Music videos can be found everywhere.
Clicked by millions of people.
But non of these plays will bring you to the top of the charts.
Our task: to bring Universal’s artist CRO and his latest song on the top of the charts.
Idea:
We created an innovative music video that was exclusively released on Spotify thanks to a smart hack - and pushed CRO further up the charts with every single play.
Execution:
We used Spotify's new video canvas as a medium to replace static album covers.
We overcame the time limit by simply cutting our music video into pieces and releasing it as a playlist.
This way we could surprise people with a full music video. The first music video on Spotify.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy Germany
Client
Chantal N’Dombasi
Fernanda Lopez de Melo
Client / Brand
Universal Music / Berlin
Art Director
Hugo Pareja
Stephan Westerwelle
Copywriter
Anke Roell
Helge Hoffmann
Chief Creative Officer
Bjoern Bremer
Executive Creative Director
Florian Hucker
Creative Chairman
Dr. Stephan Vogel
Account Management
Joerg Kalt
Simon Usifo
Camera, Edit & Grading
Breton Carasso
Oscar Fernandez
Management CRO
Benno Waibel
Lars Hoehn
Nils Reimann
Management CRO / Production
truworks / Stuttgart
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