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
Events / Virtual
Annual ID
OS23_EX044M
About the Work
One groundbreaking experience that had never been done before on Twitch allowed thousands of people around the world to control DJ Marshmello himself. The audience could choose his actions, moves, and decisions on a 100% live real-life adventure to launch his new collaboration with Coca-Cola. It was like playing video games, but much cooler.
During the 60-minute gaming experience, Loserfruit and other notable streamers around the globe engaged fans to solve a series of missions by typing in the chat for the streamer to give the command for Marshmello. Each mission was inspired by the most famous games like GTA, FIFA, Fortnite, etc., so people could find Easter eggs throughout the adventure.
The game was broadcast simultaneously in multiple languages by streamers around the world, including the U.S., Brazil, Argentina, Spain, Turkey, Saudi Arabia, Mexico, Chile, Colombia, Paraguay, and the UK, among others. The livestream attracted more than 600,000 viewers around the globe.
The mission was accomplished when the streamers and their audience recovered Marshmello's stolen mix - the new flavor of Coca-Cola. As a reward, the participants got the chance to try it first.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GUT / São Paulo
Production Company
m ss ng p eces / Los Angeles
Dirty Work / Sao Paulo
Music / Sound Production Company
Hefty / São Paulo
Art Director
Vitor Chagas
Copywriter
Arianne De Gennaro
Deborah Ferreira
Chief Creative Officer
Joaquin Cubria
Creative Director
Julia Mota
Lucas Adam
Director
Faga Melo
Gustavo Leal
Executive Creative Director
Bruno Brux
Murilo Melo
Executive Producer
Ito Andery
Associate Creative Director
Pedro Galdi
Project Manager
Isabella Quaglio
Strategy Director
César Villas Boas
Juliana Nobre
Chief strategy Officer
Fernando Ribeiro
Client Approval
Brandan Strickland
Guillermo Giménez y Brotons
Joana Richards
Joshua Schwarber
Oana Vlad
Pratik Thakar
Valeria Herzer
Yugo Motta
Elsa Casadevall
Content Strategy
Carla Held
Deyse Albiach
Marcos Vinícius
Paula Baião
Vinícius Oliveira
Global Lead for Coca-Cola Company
Sabrina Santos
Group Account Director
Maíra Bandeira
Head of Account
Alessandra Visintainer
Head of Content
Patricia Moura
Head of International Production
Eugenia Carbajales
Head of strategy
Amanda Agostini
Interactive Director
Jason Zada
Manager Account
Camila Arima
Isadora Guz
Managing director
Valéria Barone
Managing Partners
Ari Kuschnir
Brian Latt
Kate Oppenheim
Production Manager
Thaís Schroder
Sr. Producer
Lorenzo Prati
Strategy Supervisor
Isabela Katayama
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