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
Craft / Use of Technology
Annual ID
OS22_IG042M
About the Work
Car brands are the second biggest advertisers on TV. So, to launch the new Golf GTI, we did something to make sure people saw ours - we hijacked the entire ad break. We purchased the first ad in prime-time ad breaks and, using a QR code, let people launch an in-browser racing game. Turning the commercial break into a live gaming event. Players raced live against everyone else watching, for the exact length of the ad break. This turned a 30-second ad into a 3-minute brand experience and made sure our ad was the only one people were watching. Beyond the ad break we hijacked digital OOH, pre-rolls, where users could scan to enter the GTI garage. Here they could practice on three custom tracks, customise their GTI and even book a test drive in for real.
2022 Awards
Total Points: 3
Merit
Credits
Agency
DDB Group / Sydney
Client / Brand
Volkswagen Group Australia / Sydney
Media Distribution Company
PHD Media Australia / Sydney
Art Director
Samuel Raftl
Copywriter
Tom Lawrence
Chief Creative Officer
Ben Welsh
Creative Director
Tim Woolford
Tommy Cehak
Executive Creative Director
Matt Chandler
David Jackson
Project Manager
Sebastian Bennett-Leat
Senior Print Producer
John Wood
Senior Producer
Georgina Hardy
Brand Communications Manager
Hayley Phillips
Business Manager
Izzy Crohan
Alasdair Kay
Chief Strategy Officer
Fran Clayton
CRM/CX Copywriter
Jessie Staszkiewicz
Designer Director
Fabien Clemency
Digital & E-commerce Manager
Stephanie Overton
Digital Customer Acquisition & Retention Manager
Tully Challen
Digital Designer
Andy Lee
Vinny Salinos
Digital/UX Designer
Anna Domeij
Group Business Director
Kenneth McLeod
Head of Integrated Content
Renata Barbosa
Junior Producer
Emily Wood
Managing Partner
Mandy Whatson
Marketing Communications Manager
Rowena Kanna
National Managing Director
David Rennie
Planning Director
James Davis
Senior Business Director
Nicole Drabsch
Senior Business Manager
Harrison Schaap
Senior CX/CRM & Data Planner
Nichola Preston
Senior Data Analyst
Dave Birchall
Senior Lead Producer
Tania Jeram
Technical Programme Director
Emma Fyfe
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