To promote the One Show, we were asked to develop a campaign that targeted our toughest critics – ad creatives. Through this campaign our goal was to remind everyone why it was important to enter their work into the One Show Awards.
For today’s young advertisers, they didn’t fully grasp the prestige of winning a One Show pencil. To them, cultural currency was achieved when your work was featured in Buzzfeed, Fast Company or the New York Times. Not in an awards show that only spoke to industry people.
To help create a connection between young creative talent and the One Show Awards, we needed to remind them how important it was for their careers to win a One Show pencil. By focusing on the career-benefit of winning a Pencil, we were able to drive home it’s importance.
The result was the campaign, “Win Pencil. Draw Respect.”
Our poster campaign was the first way to bring this to life. It was a simple approach that tied winning a One Show pencil to the certain level of respect that came with it. The better the pencil, the more respect you received. And no pencil, meant no industry respect.