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.

2010 One Show - Advertising

Zack Johnson

Agency Leo Burnett / Chicago

Client P&G Tampax
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Annual ID

10466G

About the Work

Every woman wishes that just once, men could experience what she goes through every month. So Tampax built an emotionally empathetic relationship with girls by dramatizing the menstrual trials and travails of an All American high school boy who just happened to wake up one day more like a girl down there. Zack Johnson is branded viral content in the form of a video blog and social media. The program is a platform for conversation and building community. It is a way to talk to young women about a subject that usually makes them uncomfortable - menstruation. And it does so in an empathetic and entertaining way, through Zack Johnson, a 16-year old boy.