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
Low Budget
Annual ID
OS23_BE085M
About the Work
Every four years for the World Cup, all the biggest brands face off to be highly visible during the global event and end up spending tens of millions of dollars.
Heetch decided to do something different.
It all started several weeks before the start of the World Cup. Heetch reached out to Zlatko Dalić , manager of the Croatian football team to ask him to select a maximum of players with ic in their surnames, such as Modrić , Livaković , Orsic, Brozović etc.
Because when you read their names out loud, all that you hear is the name of the brand Heetch.
Thanks to the incredible run of Croatia during the World Cup, football pundits and journalists couldn't keep Heetch's name out of their mouth. On average, Heetch was mentioned 178 times during each game when Croatia was playing.
TV viewers rapidly made the connection and shared how every football game was suddenly becoming a huge commercial for Heetch's ride-sharing app.
Heetch decided to do something different.
It all started several weeks before the start of the World Cup. Heetch reached out to Zlatko Dalić , manager of the Croatian football team to ask him to select a maximum of players with ic in their surnames, such as Modrić , Livaković , Orsic, Brozović etc.
Because when you read their names out loud, all that you hear is the name of the brand Heetch.
Thanks to the incredible run of Croatia during the World Cup, football pundits and journalists couldn't keep Heetch's name out of their mouth. On average, Heetch was mentioned 178 times during each game when Croatia was playing.
TV viewers rapidly made the connection and shared how every football game was suddenly becoming a huge commercial for Heetch's ride-sharing app.
2023 Awards
Total Points: 3
Merit
Credits
Agency
BETC / Paris
Client / Brand
Heetch / Paris
Music / Sound Production Company
GUM / Paris
Art Director
Natan Ritaly
Raphael Sold
Chief Creative Officer
Stephane Xiberras
Executive Creative Director
Olivier Aumard
Strategist
Armonie Sanders
Bilel Mahjoub
Agency Management
Mathieu Laugier
Aude Devaux
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