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
Social Media
Annual ID
OS23_CU012B
About the Work
To prove the unique quality of Curtice Brothers, we let the brutally honest users of Tripadvisor review the ketchup without even knowing it.
We found the worst restaurants on Tripadvisor, gave them bottles of Curtice Brothers and waited to see the difference that our ketchup would make to their ratings. We then showed the Curtice Brothers effect on billboards and geolocated digital ads close to the restaurants.
The bottles of ketchup were delivered to the restaurants in October 2021. The new comments started to appear between December and January. The campaign was produced in January. Billboards and social media ads made with real comments from Tripadvisor users showed the effect of the ketchup on the food. The ads were placed next to, or triggered very close to, the restaurants.
We found the worst restaurants on Tripadvisor, gave them bottles of Curtice Brothers and waited to see the difference that our ketchup would make to their ratings. We then showed the Curtice Brothers effect on billboards and geolocated digital ads close to the restaurants.
The bottles of ketchup were delivered to the restaurants in October 2021. The new comments started to appear between December and January. The campaign was produced in January. Billboards and social media ads made with real comments from Tripadvisor users showed the effect of the ketchup on the food. The ads were placed next to, or triggered very close to, the restaurants.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy Germany
Client
Alex Fischer
Cindy Zhang
Mario Bauer
Ulrich Schroers
Client / Brand
Curtice Brothers GmbH / Duesseldorf
Music / Sound Production Company
DaHouse Audio / Berlin
Media Distribution Company
CAW Media GmbH / Buende
Art Director
Rodrigo Sganzerla
Copywriter
Rafael Quintal
Creative Director
David Krueger
Felipe Galiano
Designer
Timon Osche
Editor
Marcello Amora
Executive Creative Director
Florian Hucker
Producer
Raquel Fedato
Creative Chairman
Dr. Stephan Vogel
Global Chief Creative Officer
Liz Taylor
Account management
Alexandra Teodoreci
Chief Executive Officer & Chief Creative Officer
Bjoern Bremer
DoP
Bastian Kempf
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