The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Collateral / P.O.P. and In-Store - Single
Annual ID
09199A
About the Work
Swedish Fish is a nostalgic, retro candy brand and has a cult-like following. In response to the playful relationship that people had with the fish, we came up with the tagline, ìA Friend You Can Eat.î In Print, we educated the consumer on what friends they can eat, and what friends they canít eat. Obviously, Swedish Fish was the only friend you could eat, and Cats, Bunnies, Teddy Bears, Human Friends, and Porcelain Dolls were friends you should probably not eat at all. Swedish words ëNejî (No) and ìJaî (Yes), along with a 1970s style Swedish art direction, were used to pay homage to the cultural history of the brand.
2009 Awards
Total Points: 5
Merit
Credits
Related Awards
