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
Reputation Management
Annual ID
OS_PR19069M
About the Work
Campaign Objectives: Increase positive brand awareness (stand out amongst the holiday clutter) Change negative perceptions of Payless as being for poor fashion & quality shoes Change negative perception that Payless was going out of business Drive traffic to Payless website Idea: Open a luxury store. Fill store with Payless shoes. Mark shoes up by 1800%. Invite fashionista influencers to the launch party and sell them the shoes. Media/Deliverables: :120 Longform cut for the press :30/:15 English & Hispanic TVCs for national broadcast & OLV :15/:06 Social & OLV Palessishoes.com website Instagram account for Palessishoes.com Microsite for both Payless PR launch on Adweek
2019 Awards
Total Points: 2
Merit
Credits
Agency
DCX Growth Accelerator / Brooklyn
Production Company
DCX Cultural Production Studios / Brooklyn
Post Production Company
Beast Editorial / New York City
Chief Creative Officer
Doug Cameron
Director
David Logan
Executive Creative Director
Tommy Noonan
Interior Designer
Anna Corinna Sellinger
Producer
David Logan
Kelly Scott
Strategist
Laurent Bouaziz
Writer
Mauricio Alarcon
Account Team
Patrick McCormick
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