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
Experiential / Brand Installations
Annual ID
OS23_DM070M
About the Work
.“Mannequins Spectators” is an idea that consists of taking advantage of the unfairly restricted seats in Lima theaters to exhibit the new Oechsle clothing collections through mannequins that blend in with the audience. These mannequins manage to drive ticket sales beyond expectations reduced by government restrictions, as well as provide direct access to e-commerce, as they have scannable codes.
The objective of the action in communication terms was mainly to support an industry that today continues to be hit hard by the delays of the pandemic. Contradictory government-imposed regulations generate, on average, 35% less revenue for theaters, translated into 35% empty seats. In this way, our mannequins correct this problem by bringing the capacity to 100% without breaking the rules. On the other hand, this advertising campaign meets two major brand objectives: generating awareness and boosting online sales. For this reason, we decided to create an idea that would be talked about and, in turn, be composed of a new way of driving traffic to our virtual store.
The strategy consisted of using a very powerful context to our advantage and using as a space a work that was going, in itself, to generate a lot of rebound. “Todos Vuelven” is a work that has already produced Preludio in previous years. However, this time they performed it as an inauguration of their return to the stage, after spending two years without activity. Activating a provocative idea that helps theaters, in this scenario, was the main strategy. And, obviously, developing a series of complementary actions to make it bigger, more liquid and more popular.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Fahrenheit DDB / Lima
Client / Brand
Oechsle / Lima
Production Company
Playroom / Lima
Music / Sound Production Company
Creasonica / Lima
Chief Creative Officer
Ricardo Chadwick
Creative Director
Angelo Gonzales
Gonzalo Pazos
Lorena Collaton
Editor
Emmanuel Hernandez.
Executive Creative Director
Sergio Franco Tosso
Executive Producer
Andriette Helm
Vanessa Diaz
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