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 - Film

An Unlikely Friendship

Agency CYW / Madrid + Prime Video + Blur / Madrid + The Mill / London

Client Prime Video

Category

Cinema Advertising

Annual ID

OS22_FI109M

About the Work

Prime Video is a company about content and stories, that is why we wanted to create a modern Christmas tale that’s as entertaining as the content on the platform and make people smile this festive season. "An Unlikely Friendship” is the tale of an unexpected bond, forged through a shared love for entertainment, between two misfits: Hattie, a bullied hyena who can’t smile, and Carl, a grumpy zookeeper who can’t find any reasons to smile. So what better character than a hyena, a usually misunderstood and feared animal, to tell a one-of-a-kind Christmas tale condensed into two minutes. Hyenas are usually portrayed as savage animals, so we had to turn that around through the storytelling, different gags in the film, and our main character’s evolution. The campaign was Prime Video's first Christmas advert in Europe, showcasing across seven countries on TV, digital channel, social media, and cinemas. For it to work everywhere, we had to develop a story that would resonate across every language and culture. So we wrote a script with no dialogue and with relatable characters who could make anyone, anywhere, smile.

2022 Awards

Total Points: 3

Merit

Credits

Agency

CYW / Madrid

Client / Brand

Prime Video

Production Company

Blur / Madrid

Music / Sound Production Company

Ballad / Copenhague
Zelig Sound / London

Post Production Company

The Mill / London

Creative Director

Xuan Pham

Director

Chris Balmond

Director of Photography

Rob Hardy

Editor

Marc Soria

Executive Creative Director

Carmelo Rodriguez
Willy Lomana

Music Supervisor

Gregers Maersk

Sound Designer

Philip Nicolai Flindt

Brand Manager

Miguel Remis
Elena Pineda

Campaign Manager

Fiona Mukherjee
Krysha Shahi

Head of Production

Gemma Humphries

2D VFX Supervisor

Pete Hodsman

3D VFX Supervisor

Adam Droy

Animation Supervisor

Paul Tempelman

assistant producer

Jorge Casas

Colourist

James Bamford
Tim Martin

First Assistant Director

Tirso Díaz

Marketing Director

Helen Cowley

Post Producer

Daniela Borges

Production Manager

Foncho Rodríguez

SFX Supervisor

César Alcaide

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