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
Metaverse
Annual ID
OS23_IN030B
About the Work
We teamed up with Logitech For Creators to put on the second annual Song Breaker Awards—the first music awards show in the metaverse. The event honors creators who shape pop music through dance challenges, memes and trends on social media. We built an immersive world inside Roblox––for creators, by creators––that was open to everyone leading up to the main event. The world captivated the spirit of the brand with imaginative product integration in a gamified environment. Visitors could ride a roller coaster shaped like a Logitech mouse, fly through the sky in a flying mouse car or hop across a stream by dancing across Logitech POP Keys. WIth expression and creativity at the core of the experience, players could take a giant selfie at the SelfieXL booth, displaying their avatar expression across the entire world. Visitors purchased more than 13,000 pieces of digital merch at the Logitech For Creators store, and all proceeds went to MusiCares, which supports the music community through preventive, emergency and recovery programs.
At showtime, 6.6 million visitors from across 127 different countries joined in for star-studded performances––3x more than other award shows on the platform. Icon and multi-GRAMMY award winner Lizzo made her metaverse debut on Roblox, performing her new song “Special.” Singer-songwriter GAYLE performed “abcde-forget-u,” one of the year's biggest songs. Beloved digital entertainer Bretman Rock hosted the 30-minute linear show and the average retention rate was a mind-blowing 24-minutes. We scripted, developed and produced the entire show, adding a storyline with gamification and interactive elements to turn attendees into active participants.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Media.Monks / Los Angeles
Client / Brand
Logitech / Los Angeles
Creative Director
Brett Burton
Executive Producer
Nick Cicchetti
Producer
Jahmir Blanchard
Chief Marketing Officer, Logitech for Creators
Erin Chin
Digital Marketing Lead, Streamers & Creators
Mikey Kilun
Game Designer
Kurt Bieg
General Manager, Logitech for Creators
Vincent Borel
Global Communications Specialist, Streamers & Creators
Rachel Polsky
Global Head of Creator Strategy, Logitech for Creators
Audrey Tang
Global Lead, Talent & Content Partnerships
David Neyman
Head of Entertainment Partnerships & Talent
Linnea Gibson
Scriptwriter
Anna Oliveira
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