Andy DiLallo and Steve Jackson’s new Sydney communications company, Milk & Honey United, has created the campaign for The One Show 2021. It leads with a 45-second film, a humorous take on how Covid has altered creatives’ lives (with more than a casual nod to Moldy Whopper) that ends with the promise that The One Show “will only judge the work” that they have managed to produce. The film was shot by Plaza Sydney director, Paul Middleditch.
Banner ads, shot by Sydney photographer, Ian Butterworth, include Life Under the Desk, revealing the chaos of WFH not visible to colleagues and clients on a zoom screen, as well as executions depicting extreme toilet paper hoarding, innovation in mask wear and parental coping mechanisms.
The campaign also includes a series of TikTok-style social videos showing offbeat lockdown behaviour that “won’t be judged”, such as excessive grocery washing, mock subway riding in the bathroom, make-shift at-home toilet paper manufacturing and attempted champagne drinking from a pour attached to a moving garage door mechanism.
“Many of us have probably eaten and drunk too much and exercised and cleaned up around the house way too little,” noted Steve Jackson. “But amidst this utter madness, somehow we’ve still managed to create some magic.”
“Everyone has had to deal with months of lockdowns and working from home, and often ended up doing unusual things to cope or entertain ourselves,” stated Kevin Swanepoel, chief executive officer, The One Club. “This campaign is a lighthearted way for us to let creatives know none of that matters because One Show juries will only judge the work, not them.”
“We couldn’t be more honoured to have been entrusted with creating this One Show call for entries campaign,” added Andy DiLallo. “As the first work for our new venture, it will always hold a special place in our hearts.”
The One Club for Creativity is now accepting entries for The One Show 2021.
Entries can be submitted now, with fees increasing after each deadline period. Regular deadline is March 12, extended deadline March 19, and final deadline March 26, 2021.
The list of the global jury for The One Show 2021 can be viewed here. To ensure the safety of jurors during the continued pandemic, all judging will be conducted online for the second year in a row. No physical entries will be accepted this year, eliminating shipping costs for entrants.
Unlike for-profit awards shows, The One Club is a non-profit organisation that puts revenue generated from awards entries back into the industry to fund programs under its four pillars: Education, Inclusion & Diversity, Gender Equality and Professional Development.
These programs include the annual Where Are All The Black People diversity conference and career fair, ONE School free portfolio program for Black creatives, Creative Boot Camps for diverse college students, Right the Ratio Summits addressing gender equality, Global Educators Summits, Creative Leaders Retreats, mentorship programs for more than 200 young creatives each year, bi-annual Saturday Career Workshops for high school students, and more.