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
Non-Profit - Brands, Products & Services / Brands, Products & Services
Annual ID
PR16020B
About the Work
Under the Australian sun, a parked car can easily reach temperatures of 75 °C. Despite the warnings over 5,000 children have to be rescued from hot cars each year. Tragically for some, rescue comes all too late. Kidsafe, the Child Accident Prevention Foundation of Australia, needed to find a more unconventional way to make Aussie parents fully realise the dangers. Disguised as yet another celebrity product launch, press and media were invited to the iconic Bondi Beach for the unveiling of celebrity-chef, Matt Moran’s new ‘Unconventional Oven’. When it came time for the grand unveiling, Matt Moran stunned his audience by walking off stage and retrieving a fully cooked lamb loin from a family car parked nearby. Within 5 days our simple but shocking message, “the sun can turn any car into an oven” was viewed over 6 million times online, and headlined across all Australia’s major networks.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
DDB Group / Melbourne
PR / Marketing Agency
Mango Communications / Melbourne
Production Company
Revolver/Will O'Rourke / Sydney
Chief Creative Officer
Darren Spiller
Creative Director
Jim Ritchie
Director
Stephen Carroll
Executive Creative Director
Simon Bagnasco
Producer
Tobias Webster
Agency Producer
Tuesday Picken
Creative Team
Toby Kennedy
Jordy Molloy
Jim Ritchie
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