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
Creative Use of Data
Annual ID
OS23_IC014B
About the Work
Easter is one of the times of year when people make the greatest number of road journeys. Knowing how many people die on the roads has failed to get people to drive more carefully, but what if we knew who was going to die?
Using Big Data, we determined the number and the profile of people most likely to die on the roads at Easter. We tracked down these 36 people and they became the stars of our campaign.
In addition to them appearing in the TV, print and outdoor advertisements, we gave everyone the chance to get to know them and deep dive into the data via a website. Finally, we made it possible for everyone to discover the process used to pinpoint them through a documentary.
With the tagline “Let’s prove Big Data wrong”, the country paid heed to caution, leading to a reduction of seven deaths on the road compared to the predictions of Big Data. So, we won. Because there is only one way to change the future: by knowing it.
Using Big Data, we determined the number and the profile of people most likely to die on the roads at Easter. We tracked down these 36 people and they became the stars of our campaign.
In addition to them appearing in the TV, print and outdoor advertisements, we gave everyone the chance to get to know them and deep dive into the data via a website. Finally, we made it possible for everyone to discover the process used to pinpoint them through a documentary.
With the tagline “Let’s prove Big Data wrong”, the country paid heed to caution, leading to a reduction of seven deaths on the road compared to the predictions of Big Data. So, we won. Because there is only one way to change the future: by knowing it.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy Spain / Madrid
Production Company
Agosto
Art Director
Gonzalo Arica
Clara Casado
Copywriter
Cano Ballesteros
Ricky Solano
Chief Creative Officer
Roberto Fara
Creative Director
Félix Carral
José Izaguirre
Director
Daniel Eceolaza
Editor
Giacomo Prestinari
Executive Creative Director
Jesus Rasines
Executive Producer
Belén Gayán
Photographer
Velasco & Hu
Producer
Beto P.f.
Laia Barot
Account Director
Laura Roldán
Account Supervisor
Marta Díaz
Color
Nadia Khairat
Creative Supervisor
Jorge Calvo
Digital Director
Gerard Nogueira
Digital Editor
Pablo Machetto
DoP
Pablo Clemente
Head of Audiovisual Production
Aarón Lago
Head of post production
Alvaro Monzon
Managing Director & Head of Experience
Vanesa Porto
Music
Ed is Dead
Post production
Hogarth Spain / Madrid
Social Team
Gema Martín
Nerea Heredia
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