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.
Wrong Ride
Agency Dentsu Creative ANZ + TVNZ Marketing / Auckland + Dentsu Media / Auckland + Sweetshop / Auckland
Category
Television & VOD / 31-60 Seconds - Single
Annual ID
OS23_FI065M
About the Work
We all get distracted from time to time, right? Perhaps getting ourselves into a sticky situation, and the consequences can sometimes be more severe than walking into a street sign, especially when you can’t stop binge-watching your new favourite show.
TVNZ, New Zealand’s largest TV network, wanted to rebrand their online offering away from a (catch-up) on-demand service and position itself as a premium digital streaming service. And rightly so, with thousands of world-class movies, shows and documentaries that stack up with the likes of Netflix and Amazon. The best part? It’s completely free.
But with great content comes great responsibility because while TVNZ+ may be free, its shows are so good they’ll engross you to that point of distraction – resulting in an unsuspecting TVNZ+ viewer unwittingly ending up in a situation they weren’t expecting. Brought to life by the line, “It’s free, but it could cost you”.
Research results show a 52% positive uplift towards TVNZ+ after seeing the campaign. The proportion of respondents who described TVNZ+ as 'light-hearted' is up by more than two-thirds against baselines. And the proportion who consider TVNZ+ as youthful has doubled.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative ANZ
Client / Brand
TVNZ Marketing / Auckland
Production Company
Sweetshop / Auckland
Creative Director
Andrea Sarcullo
Director
Damien Shatford
Director of Photography
Nigel Bluck
Editor
Lucas Baynes
Executive Creative Director
Anne Boothroyd
Hadleigh Sinclair
Executive Producer
Ben Dailey
Kate Roydhouse
Group Creative Director
Jack Delmonte
Producer
Larisa Tiffin
Tam O’Neill
Agency Producer
Nigel Sutton
Lead Designer
Mark Fleming
Senior Art Director
Chelsea Sietses
Senior Copywriter
Matt Woods
Sound Design
Craig Matuschka
Strategy Director
Stevie Weber
Amy Greene
account director
Amanda Tonkin
Agency Director
Courtney Wide
Agency In-House Production
Dentsu Media / Auckland
Business Manager
Lucy Burbidge
Chief Commercial Officer
Rachel Anderson-Cormack
Colourist
Matic Prusnik
Executive Creative Director (ANZ)
Marcus Tesoriero
GM Marketing & Communications
Sally Falconer
Group Account DIrector
Evaan Miocevich
Group business Director
Sarah Wilson
Lead Digital and Print Designer
Christopher Hill
Marketing director
Jonathan Symons
Media Planning Manager
Nicole Hughes
Music Arrangement and Composition
Peter van der Fluit
Online
Leoni Willis
Production Designer
Bruce Everard
Senior Business Executive
Nicholas Young
Senior Marketing Manager
Rebecca Brown
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