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
UX / UI / Utility / Ecommerce
Annual ID
OS23_IC021M
About the Work
In a place that is threatened by hurricanes every year and hysteria takes over everyone, our mission was to modify the collective behavior at the moment a hurricane warning was issued. Every time that happens, thousands of people flock to supermarkets to overspend, leaving too many without the opportunity to buy essential items. That's why we set out to position SuperMax as the only supermarket that has done its bit to try to mitigate the problem of panic buying. Given this, we saw an opportunity to quell the storm that forms in supermarkets prior to the arrival of a storm by creating a tool that would educate the population about what they should really buy based on the probability and intensity of the hurricane that was forecasted.
In partnership with The National Hurricane Center, SuperMax created a tool called THE EYE TRACKER, a platform designed to reduce panic buying and overspending prior to a hurricane that recommends the amount of essential supplies you will need based on your household composition. This mobile tool prepares the consumer better to face these storms and think more collectively.
The Eye Tracker is also the first monitoring and prediction system that converts the National Hurricane Center satellite's data to change the traditional top view of the hurricanes into a street view. This allows people to have a friendlier and easier to understand visualization of the projected hurricane's path to prepare more adequately with all the necessary information in real time like the sustained winds speed, gusts, precipitation and translation speed, plus a recommendation of the essential supplies you will need which you can order at your nearest SuperMax.
2023 Awards
Total Points: 3
Merit
Credits
Agency
De La Cruz/Ogilvy / Guaynabo
Art Director
Luis Bedoya
Chief Creative Officer
Rafael Reina
Creative Director
Adriana Alvarez
Andres Cifuentes
Executive Producer
Carlos Thompson
Group Creative Director
Nanel Rodriguez
Strategist
Charito Sepulveda
Account Executive
Jose Morales
Project Manager
Raquel Cordero
Media Director
Marirose Acevedo
PR Director
Ity Vega
Regional CCO
Jéssica Apellániz
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