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Category
Social Post / Single Platform Series
Annual ID
OS24_SM027B
About the Work
There's a generational shift in Swedish drinking culture, with young people setting a new norm by drinking less and differently than past generations. However, contemporary culture is not mirroring the trend and still portrays alcohol as something cool and exciting – like a means of inclusion.
The IQ Initiative, which promotes mindful drinking, wanted to make young people aware of the societal shift they’re leading and strengthen their resolve to challenge old drinking norms.
But our target audience was not interested in an informational campaign about mindful drinking. We needed to integrate with the culture, not compete with it.
So we created "Rush” (Original title: Ruset) Sweden's first TikTok drama series. Directed by Rojda Sekersöz (Young Royals), it tells the story of partying, betrayal, and love over 10 episodes, reflecting on how alcohol impacts relationships and emotions.
The project started six months before the series premiered. Using TikTok's duet feature, we invited the target audience to audition for a role, generating 455 unique duets and 135k likes.
Six months later, "Ruset" was launched with a nationwide campaign. On TikTok, episodes were shared alongside clips of actors reflecting on their characters' actions and drinking habits, engaging viewers in real-time discussions.
The results were remarkable. "Ruset" amassed 1.5M organic episode views and over 34M views on TikTok, with a 94% rate of message comprehension and a 71% rate of viewer action. Notably, 22% reported drinking less, 21% reflected on their alcohol consumption, and 31% felt more comfortable abstaining from alcohol, even in social settings.
As the first of its kind, "Ruset" demonstrated the power of cultural integration in conveying complex messages to a digitally immersed audience. By seamlessly blending entertainment with education, the series not only informed young people about shifting drinking habits but also empowered them to challenge societal norms and drive positive change.
The IQ Initiative, which promotes mindful drinking, wanted to make young people aware of the societal shift they’re leading and strengthen their resolve to challenge old drinking norms.
But our target audience was not interested in an informational campaign about mindful drinking. We needed to integrate with the culture, not compete with it.
So we created "Rush” (Original title: Ruset) Sweden's first TikTok drama series. Directed by Rojda Sekersöz (Young Royals), it tells the story of partying, betrayal, and love over 10 episodes, reflecting on how alcohol impacts relationships and emotions.
The project started six months before the series premiered. Using TikTok's duet feature, we invited the target audience to audition for a role, generating 455 unique duets and 135k likes.
Six months later, "Ruset" was launched with a nationwide campaign. On TikTok, episodes were shared alongside clips of actors reflecting on their characters' actions and drinking habits, engaging viewers in real-time discussions.
The results were remarkable. "Ruset" amassed 1.5M organic episode views and over 34M views on TikTok, with a 94% rate of message comprehension and a 71% rate of viewer action. Notably, 22% reported drinking less, 21% reflected on their alcohol consumption, and 31% felt more comfortable abstaining from alcohol, even in social settings.
As the first of its kind, "Ruset" demonstrated the power of cultural integration in conveying complex messages to a digitally immersed audience. By seamlessly blending entertainment with education, the series not only informed young people about shifting drinking habits but also empowered them to challenge societal norms and drive positive change.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Abby World / Stockholm
Media Agency
Wavemaker / Stockholm
Client / Brand
IQ Initiative / Stockholm
Production Company
Abby World / Stockholm
Music / Sound Production Company
Solid Music Supervision / Stockholm
Art Director
Adam Radi
Content Creator
Jonas Eriksson
Moa Sewerin
Copywriter
Lina Franzon
Executive Creative Director
Oskar Hellqvist
Executive Producer
Jonas Eriksson
Amanda Nordlöw
Strategist
Johanna Lindberg
Account Director
Louise Ljungberg
Johanna Bringefält
Account Manager
Louise Persson Stiernswärd
Brand Strategy
Åsa Markén
CEO
Mojtaba Ghodsi
Digital Communicator
Olivia Glitze
Event Coordinator
Noel Montti
Media Relations
David Wahlund
PR
Ebba Lindqvist
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