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 Music & Sound Craft
Annual ID
OS22_MS060M
About the Work
Our company mission is that we are “100% dedicated to the success of small businesses”. So to ensure that we walk the walk, our in-house creative team is on a mission to reimagine every aspect of our company operations in order to directly support small businesses.
Something as banal and as easy-to-overlook as the music we use while our customers wait “on-hold” to speak with a support specialist, became the perfect opportunity to support self-employed musicians (one of over a thousand different types of small businesses that we insure). Especially as these independent artists continue to be hit hard by loss of revenue and an inability to earn new listeners due to pandemic-related concert cancellations.
In this decades-old, forever-overlooked space, known for robotic repetition, we injected a welcome breath of humanity via original tracks and voiceovers from amazing independent artists. Not only did we get to pay them for their original art, we turned our captive audience of over 300,000 customers into real listeners for the musicians via follow up emails, Spotify playlists, and music-discovery apps like Shazam.
Something as banal and as easy-to-overlook as the music we use while our customers wait “on-hold” to speak with a support specialist, became the perfect opportunity to support self-employed musicians (one of over a thousand different types of small businesses that we insure). Especially as these independent artists continue to be hit hard by loss of revenue and an inability to earn new listeners due to pandemic-related concert cancellations.
In this decades-old, forever-overlooked space, known for robotic repetition, we injected a welcome breath of humanity via original tracks and voiceovers from amazing independent artists. Not only did we get to pay them for their original art, we turned our captive audience of over 300,000 customers into real listeners for the musicians via follow up emails, Spotify playlists, and music-discovery apps like Shazam.
2022 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
NEXT Brand & Creative / Palo Alto
Music / Sound Production Company
Scout Music
Art Director
Ji Kim
Creative Director
Jake Reilly
Executive Creative Director
Spencer Hansen
Photographer
Maggie Shannon
Head of Production
Devon Lach
Videographer
Austin Nelson
Associate Creative Director, Design
Daniel Surgeon
CMO
Melanie Chase
Creative Producer
Margot Czeropski
Executive Brand Director
Raashi Rosenberger
Featured Musician
Austin Millz
Avi Jacob
Berel
Kordelya
Lucy Park
Miki Fiki
Saigo
The New Reflections
Head of PR
Kerry Ogata
In House Video Editor
Dori Gorelik
In-house Visual Designer
Justin Truong
Leena Murdeshwar
Operations Manager
Natalie Cutler
Senior Creative Producer
Eva Sealove
Sound Mix & Licensing
Joey Prather
Video Editor
Tiffany Mascarenhas
Voice Over
Colin Briley
VP of Operations
Christine Pfeiffer
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