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
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID
OS23_MI013G
About the Work
Ladbrokes - the UK’s oldest betting company with a historical audience of sports fans and bettors - was in the second year of its evolution into an entertainment brand.
The objective was to cut through gambling category noise and connect with a broader and newly demanding audience of players looking for immersive, innovative entertainment, giving them more ways to interact with the brand.
We delivered our players a moment of sheer unadulterated enjoyment by revisiting an iconic cinema moment we knew they loved: Rocky’s iconic run. Flawlessly replacing the entire cast but Rocky with players from Ladbrokes’ world of sports and gaming – including galloping jockeys, flying dirt-bikes and a roaring F1 car - Ladbrokes created an epic film for players and fans to enjoy together.
The objective was to cut through gambling category noise and connect with a broader and newly demanding audience of players looking for immersive, innovative entertainment, giving them more ways to interact with the brand.
We delivered our players a moment of sheer unadulterated enjoyment by revisiting an iconic cinema moment we knew they loved: Rocky’s iconic run. Flawlessly replacing the entire cast but Rocky with players from Ladbrokes’ world of sports and gaming – including galloping jockeys, flying dirt-bikes and a roaring F1 car - Ladbrokes created an epic film for players and fans to enjoy together.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
neverland / London
Production Company
MJZ / London
Music / Sound Production Company
Lost Track Productions / London
Resilient Music LLP / LONDON
750mph / London
Post Production Company
Selected Works / London
Final Cut / London
Creative Director
Greg Spencer
Director
Nicolai Fuglsig
Director of Photography
George Richmond
Editor
Rick Russel
Executive Producer
Alex Fitzgerald
Lindsay Turnham
Sean Costelloe
Music Supervisor
Jemma Skidmore
Head of Production
Amy Coomber
1st AD
Ben Glickman
2nd Editor
Claire McGonigal
Account Manager
Kate Middleton
Acting ECD, Co-founder
Jon Forsyth
assistant editor
Josh Chadwick
Business Director
Theo Jenkins
Co-founder, Brand Strategy
Simon Massey
Colourist
Fergus McCall
Head of 3D
Paul Donnellan
Head Of Design
Rich Kennedy
Head Sound Engineer
Sam Ashwell
Music Arranger
Tom Player
Music Licensing
Richard Kirstein
Production Manager
Michelle Kirkman
Senior Creative
Lloyd Daniel
Senior Strategist
Clemence Lepinard
Related Awards
