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
Craft / Storytelling
Annual ID
OS23_IG056M
About the Work
The year was 2022 but it might as well have been 1984. Mass surveillance, drone police, alternative facts and media censorship had become an accepted way of life. In this context, Storytel was ready to drop a completely new version of George Orwell’s classic ‘1984’. The world needed it now more than ever. But a great challenge with revisiting this classic is that there have been countless iterations of this tale — the original novel, comic books, movies, traditional audiobooks. Storytel’s dramatic audio experience needed to launch with a bang and cut through a very crowded world of entertainment.
The audiobook category has grown significantly during the pandemic, but the way new content is released has not developed at the same pace. Launches of new audiobook experiences don’t receive the same love as entertainment giants Netflix and HBO give to their content. To prove Storytel's position as a global innovator in the audio-entertainment category, we needed to start behaving like one. The global integrated campaign '2022 sounds like 1984' was introduced with a film that acts like a Hollywood blockbuster trailer. The core idea of the campaign reflects the parallels between Orwell's dystopian fiction and our current reality.
Storytel Original’s '1984' became the brand's most successful audio-experience to date. The audio experience topped the charts in 70% of all markets and the innovative content further established Storytel as a bold and forward-thinking innovator in the audio-entertainment category.
2023 Awards
Total Points: 3
Merit
Credits
Agency
B-Reel / Stockholm
Creative Director
Afshin Moeini
Christian Poppius
Designer
Sofi Faxling
Executive Creative Director
Zack McDonald
Motion Designer
Peter Holtze
Design Director
Gustav Stockman
Group Brand Director
Maja Beckman
Junior Brand Manager
Eric Ståhl
Junior Copywriter
Oskar Engman
Junior Creative
Mia Petersen
Mike Dinesen Petersen
Junior Designer
Lisa Nyberg
Senior Brand Manager
Ewa Staël von Holstein
Senior Motion Designer
Andreas Godwin
SENIOR PRODUCER
Mei Li Heman
Senior Strategist
Andrea Dahlbäck
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