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
Branded Content
Annual ID
OS23_HW002G
About the Work
“The Bridge” is the ultimate branded content play since the world's most precious asset is people's attention. The short branded content film does an amazing job in being a magnet, instead of a hammer and it was shared by dozens of celebrities and influencers. The film has become an iconic popular culture representation of a possible solution to address mental health in a post-pandemic world. Great branded content allows people to want to watch your piece instead of being forced to do so through classic paid media ad placements. And Lou Reed’s famous song, “Perfect Day,” is just the icing on the cake. With its darker undertones and simple, haunting lyrics, was the perfect backdrop for our film about mental health struggles. Following a long and arduous process with Lou Reed's estate, we received approval to use the artist's hit song about a day in New York City to help tell our story. Because “The Bridge” is a film without dialogue, the music plays a crucial role in setting up the meaning of a “perfect day.”
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Klick Health / Toronto
Production Company
LightFarm Studios / Rio de Janeiro
Music / Sound Production Company
Jamute / Brazil
Chief Creative Officer
Rich Levy
Executive Creative Director
Bernardo Romero
Group Creative Director
Amy Fortunato
Andrea Bistany
Communication manager
Amanda Ferguson
Executive Creative Producer
Laura Denham
Marketing and Social Strategy Manager
Brianne Cail
Music & Sound
James Pedrozo Pinto
Senior Communications Manager
Marisa McWilliams
Supervising Creative Producer
Jen Martin
SVP, Communications
Sheryl Steinberg
VP, Business Affairs - Creative Production
Tamika Knight
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