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
When The Carphone Warehouse decided to sponsor Europeís biggest TV talent show, the X Factor, we knew the campaign had to be as interesting and exciting as the program itself.
So we created Britainís first mobile phone singing competition.
On the X Factor Challenge people could enter a virtual talent contest, and the best (or worst) ended up as part of our TV ads.
To begin, they had to record their audition by calling a freephone number and singing on their mobile phones. They then got an individual code via a text message, and could register on the site, where the judges rated their performance.
There they could also listen to other contestant auditions, judge them and send them to their friends. The rating process was really good fun, with dozens of different animated outcomes happening to the contestants depending on the marks given.
Every week we chose auditions from the site and they became the ads, which then were aired in the live TV show. In the first few weeks we got more than a 1,800 auditions on the site and over 115,000 votes.
So we created Britainís first mobile phone singing competition.
On the X Factor Challenge people could enter a virtual talent contest, and the best (or worst) ended up as part of our TV ads.
To begin, they had to record their audition by calling a freephone number and singing on their mobile phones. They then got an individual code via a text message, and could register on the site, where the judges rated their performance.
There they could also listen to other contestant auditions, judge them and send them to their friends. The rating process was really good fun, with dozens of different animated outcomes happening to the contestants depending on the marks given.
Every week we chose auditions from the site and they became the ads, which then were aired in the live TV show. In the first few weeks we got more than a 1,800 auditions on the site and over 115,000 votes.
2008 Awards
Total Points: 10
Bronze Pencil
Credits
Production Company
Unit 9
Art Director
Rick Standley
Thiago De Moraes
Creative Director
Thiago De Moraes
Warren Moore
Writer
Tom Skinner
Agency Producer
Kingsley Pang
Sian Parker
Related Awards
