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
Category
Branded Content
Annual ID
OS_HW18028M
About the Work
When GSK Respiratory asked us to create an educational piece to help sales reps expand on the patient story for Anoro, a drug that helps treat COPD, a PowerPoint presentation was requested. Instead we created an entire life. It takes the form of diary entries of Mark, a fictional COPD patient. We follow Mark’s life from his first cigarette at 14, to being diagnosed with COPD and being prescribed Anoro at 56. Each page of the diary was designed to feel as authentic as possible. Mark’s handwriting, style of paper used, clips and cuttings were carefully chosen to reflect the time period of the entry, including postcards and certificates lovingly inserted to portray a true sense of personality 120 diaries were uniquely distressed and aged then given to key sales reps, who then introduced Mark to physicians and were able to successfully convert a previously non-receptive audience, to Anoro.
2018 Awards
Total Points: 2
Merit
Credits
Agency
McCann Health / London
Creative Director
Stephen Martin
Designer
Patrick Issenman
Executive Creative Director
Adrian Parr
Writer
Philippa Barratt
Agency Producer
Rita Jugessur
Related Awards
