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
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID
OS23_IN064M
About the Work
Since its release in 1984 Boston’s most iconic beer, Samuel Adams Boston Lager, has remained unchanged, but recently it has been reformulated to taste brighter. The brand needed a big campaign to tell the world that its most popular beer has been remastered.
But a recipe change this big was sure to spark controversy. So we leaned into the backlash by kicking off our campaign with a controversial commercial of our own.
The idea: Boston Lager is now brighter. And now, so is Boston?!
During Super Bowl LVII , the country witnessed a Boston they’d never seen before—a place that will never, ever exist.
Introducing: a brighter Boston, where Boston’s rough reputation gets flipped on its head.
In this Boston, nobody fights over parking spots, and die-hard Red Sox fans welcome Yankees fans with open arms. Mobsters worry more about recycling than hiding bodies, and Boston tough guy and actor Lenny Clarke doesn’t start a bar fight but instead offers tickets to a ballet. Even former NBA superstar and Boston icon Kevin Garnett—known as the king of talking trash—doesn’t talk-trash. Instead, he releases a heartfelt book: Don’t Talk Trash, Spread Love.
The commercial was first released on YouTube, but the concept really caught fire when it aired during the Super Bowl. It was viewed over 650,000 times on YouTube in just two weeks, and Boston residents couldn’t stop talking about it. Celebrities with ties to Boston shared love and hate on Twitter. Social media influencers released TikToks about it. Even news channels interviewed Boston residents to ask what they thought about it.
In the end, we revealed Samuel Adams’s new, brighter-tasting Boston Lager by creating a brighter Boston itself. Will the city ever become this bright? Of course not, and that’s why the public ate it up.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Goodby Silverstein & Partners
OMD
TMA (The Marketing Arm)
PR / Marketing Agency
Ketchum
Production Company
Masters & Savant
Snapchat
Art Director
Neha Guria
Chief Creative Officer
Margaret Johnson
Creative Director
Eamonn Dixon
Ricardo Uribe
Stefan Copiz
Executive Creative Director
Laura Petruccelli
Executive Producer
Nick Miller
Sara Ward
Associate Creative Director
Otto Pajunk
Ricardo Matos
Business Affairs Manager
Annie Holmgren
account director
Chris Nilsen
Liza Chedrick
Account Manager
Camille LeJeune
Assistant Account Manager
Sara Young
Brand Strategist
Kelly Kikuchi
Brand Strategy Director
Cassidy Wilber
Communication Strategy Director
Caitlin Neelon
Creative Agency
Motive
Director of Business Affairs
Judy Ybarra
Director of production
Jim Haight
Group Brand Strategy Director
Ralph Paone
Managing Partner
Brian McPherson
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Senior Communication Strategist
Jacob Sperla
Social Agency
D3
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