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_HW036M
About the Work
The TV3 Marathon is a TV fundraiser marathon (up to 15 hours long) created in 1992 in Catalonia (Spain) which raises funds for research into different medical fields every year. It is the second most important telemarathon-like in the world per capita and, in 2022, it was dedicated to cardiovascular diseases.
Cardiovascular diseases and accidents are the main cause of death in developed countries. They usually do not present previous symptoms and can happen any time.
For this reason, we created and announced the premiere of a new sitcom live TV series entitled “Quan el cor s’atura” (When heart stops), about a marriage that is about to break up. We announced the live premiere for days: promoting it on TV, radio, social media and PR, with interviews with the two leading actors on radio and television shows.
On Wednesday, November 16th at 22:05, the series began to be broadcasted live. After a few minutes, the actress collapsed due to a heart attack, she fell to the ground, the other actor, who is her husband in real life start screaming her real name, and then the broadcast was cut off.
30 seconds later, the two actors revealed the truth: everything had been a campaign for the TV3 Marathon. Finally, the title of the series “Quan el cor s'atura” was added to the (until then) claim of the Marathon: “La Marató sempre batega”, creating the final claim: When the heart stops, the TV3 Marathon continues beating.
2023 Awards
Total Points: 3
Merit
Credits
Agency
K1000
Production Company
Producciones Oxigeno
Music / Sound Production Company
Xevi Estudi
Post Production Company
Moonlight
Art Director
Raimon Bertran
Copywriter
Marc Colombo
Creative Director
Camil Roca
Director
Edgar Lledó
Roger Villarroya
Producer
Aitana Coca
Joan Coca
account director
Bea Carreño
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