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
Physical Items
Annual ID
OS23_DM002G
About the Work
LaLiga is the company in charge of organizing the Spanish professional football competition, with presence in 41 countries and more than 2,800 million followers around the world.
To announce the start of the new season, we decided to unbox the most iconic object with LaLiga's fans around the world: the new season ball
But if football is played with the feet, there was no point in unboxing it with the hands. With this spirit, Kick Off was born: the first unboxing done with your foot.
We sent the new Puma ball for the new season to hundreds of fans around the world and ask them to unbox it like football. Literally kicking it.
The strategy behind the idea was basically to create a package that could be destroyed with a kick to show the ball.
The ball was sent inside a sphere-shaped packaging, printed in 3D.
About the packaging: we created a sustainable package. With biodegradable PLA material with no use of plastic to respect the environment.
Designed with a minimalist I+D aesthetic look, the packaging was composed of 12 pentagons and 20 hexagons and was intended to be destroyed in one kick.
With an ironic and fun tone, in that same spherical packaging, an integrated instruction manual was screen printed with an iconographic system, to show the best way to unbox it.
The new packaging attracted a lot of attention and exceeded our expectations.
+665 million impressions in the first two weeks.
A global activation on an unboxing that went around the world and had more than 336 million views, generating more than 42.5 million interactions among football fans around the world.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy Spain / Madrid
Client
Alfredo Bermejo
Jaume Pons
Marta Aparicio
Juliana Francini
Art Director
Aleguandra Vallejo
Copywriter
Andrea López
Chief Creative Officer
Roberto Fara
Creative Director
Pablo Cachón
Patricia Medeiros
Director
Carmelo García
Editor
Román Castro
Executive Creative Director
Javier Senovilla
Juan Pedro Moreno
Illustrator
Chini Youaresooverrated
Producer
Jose Coloma
account director
Eva Hernández
Account executive
María Peyra
Agency In-House Production
Hogarth Spain / Madrid
DoP
Pablo Vallejo
Grading
Adrian Vicen
Head of Experience, Print & Events
Silvia Gutiérrez
Head of Sports
Carlos Ranedo
Managing director
Israel Reyes
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