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.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2018 One Show - Print & Outdoor

The Pedigree Child Replacement Programme

Agency Colenso BBDO / Auckland

Client Mars
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_PO18014G

About the Work

Empty Nest Syndrome is the loneliness parents feel when their children leave home. But while these parents sit in a quiet house lamenting how quickly their kids grew up, a dog sits in a shelter longing for a home. So we created the Pedigree Child Replacement Programme –a service that pairs abandoned dogs with abandoned parents. To create the print campaign, we recreated old family photos. But in each photo the kids had been replaced by dogs. The print campaign drove lonely parents to replacethem.co.nz. Here they could match the characteristics of their child who had moved out with a dog longing for a home.