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.

2023 One Show - Music & Sound Craft

The Conductor

Agency BETC / London + Gum / Paris + MATHEMATIC / Paris + ICONOCLAST / Paris

Client Coca-Cola


Music Adaptation / Song

Annual ID


About the Work

For the global launch of Coke Studios, Coca Cola’s new music platform, we reimagined Queen’s iconic hit,»It’s a kind of magic», and introduced the world to the studio’s first 7 artists along the way.In this film, a conductor leads what at first appears to be a traditional orchestra through the intro to It’s a Kind of Magic. As he points his conductor’s baton around the room, spotlights illuminate new spaces and faces, and we learn that this is no regular concert hall -in fact, it’s a circle, and moreover, it’s a cylinder! Next we find balconies upon balconies filled with performers. We meet the featured artists as well as thousands of other musicians and singers who contribute their talents to the song. All building towards a crescendo where the roof blows off the concert hall, and we come to understand that this has been happening inside a bottle of Coca-Cola.

2023 Awards

Total Points: 3




BETC / London

Production Company

Iconoclast / PARIS

Music / Sound Production Company

GUM / Paris

Post Production Company

Mathematic / Paris


Nicholas Bakshi

Creative Director

David Martin Angelus

Executive Creative Director

Alasdhair Macgregor

Executive Producer

Guillaume Marien
Nathalie Lecaer

Agency Producer

Sam Fontaine

Music Creative Director

Adam Ghoubali

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