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.
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Category
Magazine / Full Page or Spread - Single
Annual ID
11138A
About the Work
Recently, something fundamental has shifted in Australian society: men have become far more interested in their image. But while superficiality engulfs them, there?s still a desire to be authentic.
VB?s always been an honest brand? the REAL beer. And for guys who?ve strayed too far from their real selves VB?s the perfect way back, as we ask men to look at themselves & ask ?Have I gone too far??
We needed to talk to these guys where they were being their most superficial, and when they would be the least expecting. Using sleight of hand, and under the guise of a fragrance ad, we tempted the uber cool readers of Vice magazine to open the flap, and confronted them with a VB intervention.
VB?s always been an honest brand? the REAL beer. And for guys who?ve strayed too far from their real selves VB?s the perfect way back, as we ask men to look at themselves & ask ?Have I gone too far??
We needed to talk to these guys where they were being their most superficial, and when they would be the least expecting. Using sleight of hand, and under the guise of a fragrance ad, we tempted the uber cool readers of Vice magazine to open the flap, and confronted them with a VB intervention.
2011 Awards
Total Points: 5
Merit
Credits
Art Director
Marcus Johnston
Creative Director
Duncan Marshall
Cam Blackley
Matty Burton
Photographer
Will Davidson
Writer
Omid Amidi
Paz Molina
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