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 Branded Entertainment
Annual ID
OS23_BE107M
About the Work
In a market as competitive as the entertainment market, streamers are often faced with the war of adaptations. Who will buy the rights to the best franchise? The best book? Who will be the first to adapt the human interest story everybody’s talking about? The problem with this war is that it’s extremely costly. So to communicate without having to rely on their catalogue, Prime Video decided to innovate by adapting, for the very first time, exactly what gets their community talking: a thread published on Twitter. And not just any old thread! A horror story! The anonymous story appeared on Twitter a few weeks before Halloween and Prime Video purchased the rights to the thread. Then for maximum coverage, the brand partnered with the biggest YouTuber in France, Squeezie, who, for the first time in his career, turned his hand to directing. Each tweet that made up the thread was carefully transformed into images of typical Prime Video quality and then made into a short film…that aired on YouTube on the night of Halloween. A multi-channel campaign that definitely got people talking.
It was a #1 trending topic on YouTube and Twitter in France, got 3.7 million views in just 24 hours, more than a hundred articles in the online and offline press and an average rating of 7.8/10 on IMDB. And all without a penny of media spending.
It was a #1 trending topic on YouTube and Twitter in France, got 3.7 million views in just 24 hours, more than a hundred articles in the online and offline press and an average rating of 7.8/10 on IMDB. And all without a penny of media spending.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Herezie / Paris
Client / Brand
Prime Video / Paris
Executive Creative Director
Etienne Renaux
Paul Marty
Account Director
Marine Chenu
Chief Executive Officer
Andrea Stillacci
Head of Production
Félix Lenoir
Account Manager
Agathe Colliard
Art Director/Copywriter
Leo Michel
Marie Dutech
Community Manager
Julie Mota
Head of Social Media
Elizabeth Nguyen
Lead Creative Social Media
Douglas Antonio
Senior Social Marketing Manager
Alexandre Andresciani
Social Country Lead
Juliette Premmereur
TV PRODUCER
Laureen Rigot
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