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.
It's Free. But it Could Cost You.
Agency Dentsu Creative ANZ + TVNZ Marketing / Auckland + Dentsu Media / Auckland + Sweetshop / Auckland
Category
Television & VOD / 31-60 Seconds - Series
Annual ID
OS23_FI068M
About the Work
We all get distracted from time to time, right? And the consequences can 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, needed to rebrand their reimagined streaming brand, moving the platform from a 'catch up' on-demand service to a streaming destination. And rightly so, with thousands of world-class movies, shows and documentaries that stack up with the likes of Netflix and Amazon. But the best part is, it's completely free.
So taking inspiration from the film world, in both narrative and production values, we created a series of films that tell the story of TVNZ+ viewers. Each collides with Hollywood to get themselves into a bit of bother while distracted by the content on offer. Proving (with our tongue in our cheek) that - while it may be free, it could still 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
Account Director
Amanda Tonkin
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
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 & Print Designer
Christopher Hill
Marketing director
Jonathan Symons
Media Planning Manager
Nicole Hughes
Music Arrangement & 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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