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
Innovation & Transformation / Innovation in Experiential
Annual ID
OS23_EX091M
About the Work
How do we get young people to discover new music, while showing the wide range of concert offered by Live Nation and Luger? We combined two different items – the concert ticket and the scratch card – and created a brand new product.
The Shuffle Ticket is a new type of ticket – a scratch ticket that grants you a randomly selected live experience. With inspiration from the "shuffle function" on playlists, we created a ticket that would attract people to discover new music. For $30 you got two tickets to an event in the three biggest cities in Sweden.
Lockdown meant that many young people missed the chance to go to their first concert or festival. But in 2022 ticket sales increased after two years of negative trend; now you can finally experience live music again. Sweden’s leading concert organizers Live Nation and Luger wanted to talk about their wide range of concerts and festivals, and at encourage young people to dare to discover new music. Also, concert organizers are unsung heroes. Few care about them, still everyone enjoys their offers. Live Nation and Luger needed to harness the mass interest of attending concerts post Covid, while also boosting awareness for their own brands and offerings.
The new ticket was covered in over 75 articles in ten countries with a total reach of over 27 million – and generated massive engagement on social media. The site was visited by over 100,000 people and all three drops sold out within minutes. And most importantly: We helped thousands of people discover the magic of live music.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
Production Company
Superstudio / Borås
Art Director
Julia Holtback Yeter
Karl Risenfors
Copywriter
Pontus Caresten Lychou
Designer
Christopher Ek
Director
Patrik Johäll
Director of Photography
Andreas Nilsson
Photographer
Stefan Snyman
Account Director
Ann Spennare Bengtsson
Account Executive
Helena Lignell
Head of strategy
Daniel Sjöstrand
Marketing manager
Christa Murley
PR & Marketing Manager
Emelie Olsson Lignell
PR Strategist
Julia Samuelsson
Web
Jesper Lundbäck
Philip Nicholls
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