ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2021 ONE Asia - Branded Entertainment

Ugly, but good for you

Agency M&C Saatchi / Sydney + We Love Jam Studios / Sydney + Hyland Media / Sydney + Baiada - Lilydale/Steggles / Sydney

Client Baiada - Lilydale/Steggles

Category

Branded Music Content

Annual ID

OSA21_BE011M

Description

Turkeys are ugly, but delicious and very high in protein. The problem was protein-loving fitness fans didn’t know this. With people forced to train and cook at home in 2020, Steggles saw an opportunity. We worked with Spotify to release workout hits and reach fitness fans while they were exercising. The music was composed to fit seamlessly into the top fitness playlists and flow into the ad breaks. Comedic lyrics drew the listener in with songs about the virtues of our ugly bird. Ultimately, we reminded people that ugly things are good for them… especially our ugly, protein-rich bird.

2021 Awards

Total Points: 2

Merit Award

Credits

Agency

M&C Saatchi / Sydney

Client / Brand

Baiada - Lilydale/Steggles / Sydney

Music / Sound Production Company

We Love Jam Studios / Sydney

Media Distribution Company

Hyland Media / Sydney

Art Director

Melissa Hawkett

Writer

Jason Leigh

Chief Creative Officer

Cam Blackley

Composer

Hylton Mowday

Executive Creative Director

Avish Gordhan
Mandie Van Der Merwe

Brand Manager

Saba Khan

Senior Account Director

Laura Jones

Senior Producer

Sarah Cowen

Account Manager

Sarah Dillon

Assistant Brand Manager

Rhiannon Purrer Izatt

Comms Executive

Isobel Beith

Group Business Director

Christina Qazi

Group Head

Vanessa Boueyres

Head of Marketing

Yash Gandhi

Senior Brand Manager

Shawn Stevens

Voice artist

Jason Leigh

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