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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Coverboy
Agency Grey / New York + Townhouse / New York + Marina Maher Communications / New York + Blue Group Entertainment / New York
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Category
Brand Voice
Annual ID
OS_PR17018B
About the Work
You read that correctly — for the first time since it was founded in 1961, CoverGirl’s representative will be male. And not just any male. It will be 17-year-old James Charles, a teenager who rose to fame on social media, including by creating YouTube videos in which he teaches men and women how to apply makeup (and he can run circles around people who have been applying foundation as long as he has been alive). Charles will follow in the footsteps of models such as Christie Brinkley, Cybill Shepherd and the brand’s first representative in 1963, Jennifer O’Neill.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Grey / New York
Blue Group Entertainment / New York
PR / Marketing Agency
Marina Maher Communications / New York
Production Company
Townhouse / New York
Media Company
Zenith / New York
Chief Creative Officer
Andreas Dahlqvist
Creative Director
Michael Bengtsson
Jennifer Andrews
Jeannie Chung
Designer
Emma Hsu
Angela Kim
Executive Creative Director
Alice Ericsson
Marco Pupo
Joao Coutinho
Photographer
Tim O'Malley
Creative Team
Seema Patel
Ernesto James
Jennifer Layton
Maria Vorovich
Natasha Howell
Diane Comstock
Soyoung Kwon
Danae Danta
Marta Pisera
Sam Woolf
Tracey Richman
Anna Kelce
Grace Morningstar
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