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 Lockdown
Annual ID
OS22_MS063M
About the Work
Studies show that elite athletes perform better in front of large crowds. So when Tokyo 2020 announced that fans couldn't attend the Olympics, we knew we had to do something to give Team Ireland a competitive edge.
We secretly collected cheers of support from athletes’ loved ones during lockdown and converted them into bespoke music tracks. A music producer helped us tailor the songs to their individual musical tastes and integrate sounds from their training sessions, while a sports psychologist helped us work out the optimum Beats Per Minute (BPM) to suit each athlete’s workout style.
We then surprised the Olympians with their very own music track, giving them a little bit of home support to take with them to Tokyo.
The campaign hub lived on Spotify, but we also brought the audio to life visually. We converted the most empowering messages from loved ones into sound waves that created striking visual representations of support, retouched into each athlete’s environment. Spotify codes featured on Print, OOH, Social and Digital linked our target audience to the full Sound Support album.
As far as results go, we’re not attributing boxer Kellie Harrington’s first ever Olympic gold medal to our tracks, but a little Irish support definitely went a long way in Japan this summer.
We secretly collected cheers of support from athletes’ loved ones during lockdown and converted them into bespoke music tracks. A music producer helped us tailor the songs to their individual musical tastes and integrate sounds from their training sessions, while a sports psychologist helped us work out the optimum Beats Per Minute (BPM) to suit each athlete’s workout style.
We then surprised the Olympians with their very own music track, giving them a little bit of home support to take with them to Tokyo.
The campaign hub lived on Spotify, but we also brought the audio to life visually. We converted the most empowering messages from loved ones into sound waves that created striking visual representations of support, retouched into each athlete’s environment. Spotify codes featured on Print, OOH, Social and Digital linked our target audience to the full Sound Support album.
As far as results go, we’re not attributing boxer Kellie Harrington’s first ever Olympic gold medal to our tracks, but a little Irish support definitely went a long way in Japan this summer.
2022 Awards
Total Points: 3
Merit
Credits
Agency
The Public House / Dublin
Production Company
Event Junkies / Dublin
Motherland / Dublin
Post Production Company
Raygun / Dublin
Media Distribution Company
PHD / Dublin
Art Director
Sam Caren
Copywriter
Mikey Curran
Composer
Richie Eagan
Designer
Cian Booth
Trevor Nolan
Executive Creative Director
Colin Hart
Photographer
Christopher Lindhorst
Producer
Aoife Fitzgerald
Louise Byrne
Strategist
Sarah Walsh
Account Director
Alicia Coyle
Niamh O'Kennedy
Managing Director
Catrióna Campbell
Steven Courtney
Account Manager
Kate Fullham
Sionnáin Greene
Retouching
Floss Creatives
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