According to the brand, the online ads use imagery to pose a series of “What’s the one that …” questions to highlight the great work of the past.
The copy includes questions such as:
- What’s the one that inspired your career?
- What are most proud of?
- What do you wish you had done?
Executions 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 grid takeover on The One Club’s Instagram page.
The campaign launches with ads from an initial group including:
According to the group, the conversational campaign comes alive by putting typography at the forefront, speaking with a simple yet bold authoritative voice. Nonconformity and innovative thinking are reflected in the use of stretched and distorted types in a youthful colour palette.
The One Show’s 50-year milestone is showcased in 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, says the group.
The campaign background
Design Army‘s Pum Lefebure, who is also vice chairperson at The One Club, says that seeing the ‘United Colors of Benetton’ campaign for the first time at age 16 made her immediately realise she wanted to be a creative director.
“Everyone has their ONE,” says Lefebure. “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.”
Lefebure adds, “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.”
Lefebure says 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 1990s that inspired me to get into the business,” Lefebure adds. “You will never know if the one ad you’re working on now might have the power to inspire the next generation of creatives.”
According to the group, creatives are busy each day planning for the future and often don’t take enough time to reflect on the past.
“Receiving my first One Show Pencil is a very special accomplishment, a date I have marked on my calendar to remind me of where I started and am going,” Lefebure says.
Lefebure adds “The ‘What’s Your ONE?’ campaign invites everyone to pause a moment, transporting them back down memory lane. Take a few minutes to congratulate yourselves on how far you’ve come, and think about the impact your work will have on the next generation of creatives.”
“This is an engaging campaign that effectively combines the past and future of creative excellence,” adds Kevin Swanepoel, CEO, The One Club.
“It celebrates what’s made The One Show the industry’s most relevant, prestigious and meaningful awards programme in a smart, youthful way that looks ahead to our next 50 years,” says Swanepoel.
Lefebure concludes, “The campaign celebrates everyone 0151 from those in the Creative Hall of Fame and in the C-suite to entry-level creatives and even first-year college students. We would love to know ‘What’s Your ONE?'”
Entries to The One Show 2023 can be submitted with fees increasing after each deadline period.
The super-early entry deadline for the greatest savings is Friday, 4 November. The early entry deadline is Friday, 16 December with the regular deadline being Friday, 27 January 2023. The extended deadline is Friday, 17 February 2023 and the final deadline is Friday, 3 March 2023.
The One Show 2023 juries will be announced in due course, 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 between Monday, 15 May and Friday, 19 May 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 combine 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 nonprofit organisation’s four pillars of:
- inclusion and diversity
- gender equality, and
- creative development.
For more information, visit www.oneclub.org. You can also follow The One Club of Creativity on Facebook, Twitter or on Instagram.
The One Club The One Show The One Club for Creativity What’s Your ONE? campaign Design Army Creative Hall of Fame Advertising campaign Marketing campaign Marketing awards