The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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.
Category
Brand Building / Intra-preneurship
Annual ID
OS23_BS035M
About the Work
NON-FUNGIBLE ADS
Everything in these small businesses" ads was available for purchase: from the frames of their videos to their music, all using NFT technology.
INSIGHT
Meta Elevate is our program to help Black and LatinX entrepreneurs to grow. We provide free training, mentors, and partnerships. So we thought: what if instead of these small businesses paying for ads, the ads paid them back as NFTs?
HOW IT WORKED
We matched small businesses, NFT artists, and musicians to collaborate and create 15-second ads in the artists unique styles. The creators broke the videos down frame-by-frame and turned them into NFT collections. The profit was used to benefit the small businesses and the communities.
AN OPEN-SOURCE IDEA
As an open idea, any underserved community can use it now create ads that make profit. A new way to help elevate small businesses and creators. More than ever, ads pay off.
120k people engaged in the drop. The launch was simultaneous in NFT NYC (one of the worlds' most important NFT events); and on the stages of Cannes Lions, Creative Week Lisbon and Conecta Entertainment Fest in Spain. All NFTs were sold.
2023 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
Meta / New York City
Production Company
1stAveMachine
Sonido Antro / São Paulo
Art Director
Naz Yunt
Copywriter
Anna Wehr
Composer
Denitia Odigie
Executive Producer
Teri Heyman
Creative Lead
Flavio Vidigal
Creative Project Manager
Lamique Farrell
Creator
Lo Harris
Mayowa Alabi
Serge Rodas
Digital Marketing Lead
Tanya Wang
Director, Global Creative Development
Fabio Seidl
Director, Global Digital Marketing
Brandi Pitts
Global Head of Production
Diane Jackson
Marketing manager
Dee Koleh
Music Creative Director
Lucas Duque
NFT Marketplace Company
Monegraph / New York City
VP, Global Business Creative
Andrew Keller
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