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
Other Interactive Digital Media / Other Interactive Digital Media - Single or Campaign
URL
Click to launch
Annual ID
08064N
About the Work
Deadline Couriers objective was simple. "Raise our profile in Auckland City."
Our receptionists told us: "When Deadline Couriers give you a time, they actually mean it." To demonstrate this we chose to use a
single billboard in the middle of the city to make a little noise. On it we placed a digital countdown clock, together with a promise
that the billboard would self-destruct at zero hour. And at that exact moment, we blew it up - with nitramine dry powder, strobe
grenades and smoke bombs. With a small budget ($20,000) a billboard was the most appropriate, most cost effective and most
powerful medium to bring this idea to life. In addition to capturing 353,000 potential Deadline customers who drove past the site
in the week leading up to the explosion, a live streaming webcam of the countdown linked to Deadline's homepage was seen by
thousands more. Additionally the explosion was debated on blogs and picked up by the press and national television news.
In total the billboard explosion was viewed by over a million people.
Our receptionists told us: "When Deadline Couriers give you a time, they actually mean it." To demonstrate this we chose to use a
single billboard in the middle of the city to make a little noise. On it we placed a digital countdown clock, together with a promise
that the billboard would self-destruct at zero hour. And at that exact moment, we blew it up - with nitramine dry powder, strobe
grenades and smoke bombs. With a small budget ($20,000) a billboard was the most appropriate, most cost effective and most
powerful medium to bring this idea to life. In addition to capturing 353,000 potential Deadline customers who drove past the site
in the week leading up to the explosion, a live streaming webcam of the countdown linked to Deadline's homepage was seen by
thousands more. Additionally the explosion was debated on blogs and picked up by the press and national television news.
In total the billboard explosion was viewed by over a million people.
2008 Awards
Total Points: 25
Gold Pencil
Credits
Production Company
Rollercoaster Design
Art Director
Josh Lancaster
Jamie Hitchcock
Creative Director
Richard Maddocks
Content Strategist
Andrew Reinholds
Digital Artist / Multimedia
Mark Addy
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