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_IN068M
About the Work
adidas originals was losing their connection with the gen-z audience and wanted to use the launch of their Ozworld Collection as a moment to bring them closer together. Our bespoke research indicated that 1 in 3 gen-zers feel that their digital expression is their most authentic self. As an enabler of originality adidas knows the importance of self expression but the options to self express in the metaverse leave much to be desired. You can either use a generic but affordable skin, or an expensive but unique NFT avatar. We decided to break this mold and created the world’s first personality based, AI generated avatar creation platform. A unique, free, interoperable avatar you can take to more than 2.000 metaverse platforms. Using the five factor model of personality we asked users to answer a few intuitive questions so our AI could learn more about their personality and assemble the avatar accordingly. Resulting in six different geometric avatar bases and with 60 different colours, 24 different materials and 12 different add ins we were able to create over 10.000.000 unique avatar variations. More than 510.000 unique avatars were generated organically and with an average time spent with the experience of 05:47 minutes, we found a way to captivate an audience notorious for their short attention span. The virtual concert DPR crew built around the avatars hosted more than 7 million people.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Media.Monks / Amsterdam
Jam3 / Amsterdam
Art Director
Alexandra Hook
Copywriter
Robin Singer
Creative Director
Pascal Rotteveel
Designer
Raphael Ferraz
Victoire Douy
Executive Creative Director
Dirk Van Ginkel
Executive Producer
Helen Tucker-Lalloo
Motion Designer
Chris Chan
Miguel Oco
Yasmin Mukino
Developer
Artem Leznikov
Gabriel Santos
Jonathan McKinnell
Michael Da Silva
Sebastian Domagała
Vadim Namniak
Technical Director
Ben Wager
CGI Artist
Ivan Rys
Kousha Motamedi
Creative Developer
Arnaud Rocca
Richard Mattka
Tabitha Swanson
Program Lead
Kim Do
QA
Bruno Fioritto
Nicolas Gabin
Senior CGI Artist
Andrea Rice
Cyrill Durigon
Senior Marketing Manager
Ali Rodriguez
Senior Strategist
Amanda Bao
UX
Cathy Cong
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