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.
The 9th Lane
Agency BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Category
Livestream
Annual ID
OS22_SM004G
About the Work
For the first time in the history of the Olympic games, the final of the 50m freestyle brought together nine participants - eight Olympic swimmers, selected for the final and one French Paralympic swimmer, Laurent Chardard. On the 1st August at 3.30am (GMT+2), in a pool dedicated to this unique event, Laurent competed against the world’s best swimmers in Lane 9. The finalists’ progress through the water were tracked by beams of light in real time.
To cover this world premiere, a live broadcast of the exceptional race was streamed on August 1st, 2021, at 3:30am (GMT+2) on Lacoste’s Facebook and Instagram accounts.
With The 9th lane, Lacoste united Olympic and Paralympic Games
and reminded us of the true values of sport.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
BETC / Paris
Production Company
Collectif Ensemble / Paris
Duck Factory / Paris
Middlemotion / Paris
Music / Sound Production Company
Mars Octobre Music / Paris
Art Director
Julien Vergne
Copywriter
Alexandre Girod
Chief Creative Officer
Remi Babinet
Creative Director
Aurélie Scalabre
Olivier Aumard
Director
David Dang
Photographer
Dorian Prost
Strategist
Philippe Martin-Davies
Assistant art director
Mathis Payet
DOP
Clément Arenou
Lead producer
Bao Tu-Ngoc
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