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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About the Work
Most online advertising is easy for consumers to ignore. The units are small, sound-less, and mainly serve to clutter the web-surfing experience. So we asked ourselves: how do we translate a successful TV campaign like ìGet a Macî to this medium -- in a way that actually works on the web? And more importantly, how can we do this in a way that lets the Apple brand maintain its qualities of ìsimple, clean, and unclutteredî ñ everything the web is not?
Rather than running Appleís TV spots online, which would have only added to an already cluttered and intrusive environment, we conceived custom-sized units that synced with one another and worked in tandem as a complete concept ñ and had 100% share of voice on each website.
These bespoke ëcontextualí ads were contextually-relevant to the audience viewing it, the content surrounding it, and the subject-matter driving it; the script, the concept and the placement are crafted to the unique media environment, and in each execution, the ìMacî and ìPCî characters are acutely self-aware, referencing and reacting to their unique online environment.
In the end, the ads were visually stimulating and featured compelling messages that our audience would notice. And perhaps more importantly, they let Apple be ìAppleî -- even online.
Rather than running Appleís TV spots online, which would have only added to an already cluttered and intrusive environment, we conceived custom-sized units that synced with one another and worked in tandem as a complete concept ñ and had 100% share of voice on each website.
These bespoke ëcontextualí ads were contextually-relevant to the audience viewing it, the content surrounding it, and the subject-matter driving it; the script, the concept and the placement are crafted to the unique media environment, and in each execution, the ìMacî and ìPCî characters are acutely self-aware, referencing and reacting to their unique online environment.
In the end, the ads were visually stimulating and featured compelling messages that our audience would notice. And perhaps more importantly, they let Apple be ìAppleî -- even online.
2008 Awards
Total Points: 10
Bronze Pencil
Credits
Production Company
Epoch Films
Art Director
Scott Trattner
Creative Director
Lee Clow (Chief Creative Officer)
Duncan Milner (Executive Creative Director)
Eric Grunbaum (Executive Creative Director)
Scott Trattner (Associate Creative Director)
Jason Sperling (Associate Creative Director)
Director
Phil Morrison
Writer
Jason Sperling
Alicia Dotter
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