One Show
The One Club for Creativity launched a teaser to a humorous new Win Pencil, Draw Respect campaign developed by Toronto agency Zulu Alpha Kilo to announce the call for entries for the prestigious 2019 One Show awards.The One Show entries can be submitted. First deadline is September 30, 2018, followed by November 30 and final deadline for entry of January 31, 2019. One Show juries will be announced shortly.The campaign is being teased now with posters, banners and simple animated videos, to be followed by a series of online videos in the fall. The work uses before-and-after scenarios to depict how the life of a creative person improves dramatically once they win a coveted One Show Pencil: bosses put more faith in you, you get to work on better briefs and maybe even get a raise and better office. One very timely poster shows four vertically stacked One Show Pencils on a dark background. The caption for the top spot featuring the Gold Pencil reads “You Make Bogusky Want To Come Back”, followed by the Silver Pencil with the caption “You Make Recruiters Call” and the Bronze Pencil with “You Make Peers Jealous”. The bottom spot on the poster shows the empty outline of a One Show Pencil, implying no Pencil has been won, with the caption “You Make Grande Soy Macchiatos”. The video Recruiters begins with Recruiters Stop Calling, then expands to read Recruiters Won’t Stop Calling with the addition of a Gold Pencil. All teaser videos end with the Win Pencil, Draw Respect tagline.“We’ve heard many stories from creatives over the years about how winning a One Show Pencil propelled their career to the next level,” said Kevin Swanepoel, CEO, The One Club for Creativity. “So while this campaign from Zulu Alpha Kilo is tongue-in-cheek, it hits home because the message rings true.”“I’ve always been a fan of the One Show’s high creative standards, so it was really an honor to be asked by The One Club to develop this work,” said Zak Mroueh, chief creative officer and founder, Zulu Alpha Kilo (http://www.zulualphakilo.com). “In developing this campaign, we tapped into the ultimate outcome of gaining industry recognition by winning one of the world’s most highly coveted accolades: respect.”
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