The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Social Media

The 9th Lane

Agency BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris

Client Lacoste

Category

Social Channel / Multi-Platform

Annual ID

OS22_SM019B

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: 9

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

Director

David Dang

Photographer

Dorian Prost

Assistant art director

Mathis Payet

DOP

Clément Arenou

Lead producer

Bao Tu-Ngoc

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