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.
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Category
Creative Use of Budget
Annual ID
OS23_MI125M
About the Work
Because of platforms such as Netflix, more and more people watch films on small screens, and even on their mobile. And we think that is a shame for cinema, because you can’t truly experience the films. That is why Pathé, the biggest cinema chain in Europe, decided to show on its huge screens the reality of watching films on a smartphone. Mobile pushes, text messages, unwanted screen rotations, low battery notification, text messages, alarm and even phone calls stopping the film… Pathé ruined on purpose some of the most highly anticipated trailers, and broadcast them in cinema, during the pre-movie trailers, to remind people that it is uncomparable to watch it on big screens. And we got our statement proven : Great films deserve a big screen.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Fred & Farid / Paris
Client / Brand
Pathé
Art Director
Alexandra Puchnaty
Chief Creative Officer
Fred & Farid
Copywriter
Edouard Delcourt
Executive Creative Director
Olivier Lefebvre
Agency Producer
Maud Whittle
Assistant Art Director
Clément Rouchon
Raphaël Rouyer
Account Director
Cloé Jouteau
Dorothée Mianet
Eloïse Latrobe
Agency Network
Fred & Farid
Managing Director
Séverine Autret
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