This year’s call for entries to The One Show is a special one for The One Club for Creativity. It’s the awards programme’s 50th and Washington’s Design Army has created the campaign.
The campaign, What’s Your One?, is based on the idea of the work as the creative industry’s reason to exist and equates “the work” with “the one”, to ask its question.
Vibrant online ads use bold imagery to pose a series of “What’s the one that…” questions to highlight great work of the past. Copy includes questions such as “What’s the one that inspired your career”, “…you are most proud of”, “…wish you had done”, and others.
Video xecutions feature top global creative leaders, including dozens of members of The One Club’s national and international board of directors, answering those questions in quick-cutting :30 videos and in a dramatic grid takeover on The One Club’s Instagram page.
The campaign launched with ads from an initial group including:
Duke Group executive creative director, Suhana Gordhan;
Edelman chief creative officer, Judy John:
Design Army co-founder & chief creative officer, Pum Lefebure:
WPP global chief creative officer, Rob Reilly:
R/GA co-chief creative officer US, Tiffany Rolfe:
Amusement Park Entertainment chair, chief executive officer and chief creative officer, Jimmy Smith:
and Google Creative Lab cofounder Robert Wong:
plus other creative leaders to be featured in the coming months.
The conversational campaign puts typography at the forefront, reflecting nonconformity and innovative thinking in its use of stretched and distorted type and youthful colour palette. The One Show’s 50-year milestone also includes special logo branding, which combines a celebration of the past with a forward-thinking, youthful spirit meant to inspire the next 50 years of creative excellence.
Design Army’s, Pum Lefebure, who is also vice chairperson at The One Club, said seeing the United Colors of Benetton campaign for the first time at age 16 made her immediately realise she wanted to be creative director.
“Everyone has their ONE,” she stated. “The one ad that inspired them to get into the creative business. The one ad that marks the highlight of their career. The one ad they didn’t do but inspires them to push their creativity further. The truth is, at the end of the day we are all still chasing the next one, and the “What’s Your ONE?” campaign celebrates our never-ending creative journey by focusing on the moments, ideas, and dreams we all have while creating the next ONE.
She added that she was pleasantly surprised by some of the What’s Your ONE? responses received in a survey of The One Club board members. “I didn’t realise they created some of the greatest ads of our time, the campaigns created in the 90s that inspired me to get into the business. You will never know if the one ad you’re working on now might have the power to inspire the next generation of creatives.”
“This is an engaging campaign that effectively combines the past and future of creative excellence,” added Kevin Swanepoel, chief executive officer, The One Club. “It celebrates what’s made The One Show the industry’s most relevant, prestigious and meaningful awards program in a smart, youthful way that looks ahead to our next 50 years.”
Entries to The One Show 2023 can be submitted now, with fees increasing after each deadline period. Super-early entry deadline for the greatest savings is November 4, 2022. Early entry deadline is December 16, 2022, with the regular deadline January 27, 2023. The extended deadline is February 17, 2023, and final deadline March 3, 2023.
The One Show 2023 juries will be announced shortly, with early judging starting in January 2023 and finalists announced in May 2023. Gold, Silver and Bronze Pencil and Merit winners will be announced during Creative Week in New York, May 15-19, 2023.
Agencies, brands, production companies and individuals responsible for winning work each year are highlighted in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combines points won at The One Show, ADC Annual Awards, Type Directors Club TDC awards, and One Asia Creative Awards. Winners are ranked globally, regionally and by country.
Revenue generated from The One Show entry fees goes back into the industry to fund programming under the non-profit organisation’s four pillars: education, inclusion & diversity, gender equality and creative development.
Credits:
Client: The One Club for Creativity for The One Show 2023
Agency: Design Army
Chief Creative Officer: Pum Lefebure
CEO: Jake Lefebure
Executive Creative Director: Sucha Becky
Senior Designer & Animator: Jason Chae
Designer & Animator: Chloe Jung
Animators: Kiel Danger & Yeri Choi
