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Category
Promotional / Collateral Items
Annual ID
OS_DE21_092M
About the Work
March 16th the UK went into lockdown. We wanted to document a way of life we had never experienced before — a time capsule that would keep intact our first impressions of this monumental moment.
We asked everyone to take photographs and write about their experience across 3 subjects: Coping with anxiety, Fending for myself, Working from home. We compiled a visual diary of the silly and sad, the poignant and the practical, cakes and cats, home haircuts and home schooling. Makeshift desks… and death.
Turning their contributions into a 272-page book, we replicated the rollercoaster feel that the lockdown created. Bold and subtle, funny and sad, even dull repetition. The book is already part of The London Museum's Permanent Library Collection.
The art direction and design of the book are reference to the UK Governments Covid-19 warning messages, deployed in ways to give the book the disjointed and unpredictable aspect that lockdown brought to our lives.
We replicated the Governments “Power of Three” communication system (Stay Home > Protect The NHS > Save Lives). Not only for our book title but also for its structure and design. The chapters are divided into Tiers 1, 2 and 3, just like the country. And we also had fun with the back-cover message, which mimics the woefully mixed directions given by the UK Prime Minister Boris Johnson.
Lockdown was not slick, predictable or conventional and the book reflects that. It has a matte front cover while the internal pages are glossy. The spine is exposed, showing the glue and stitching to give it an almost homemade feel. The reading experience is also deliberately awkward at times: you have to turn it to read certain pieces of text and a 2 metre fold out also makes it safe to read at a social distance
We asked everyone to take photographs and write about their experience across 3 subjects: Coping with anxiety, Fending for myself, Working from home. We compiled a visual diary of the silly and sad, the poignant and the practical, cakes and cats, home haircuts and home schooling. Makeshift desks… and death.
Turning their contributions into a 272-page book, we replicated the rollercoaster feel that the lockdown created. Bold and subtle, funny and sad, even dull repetition. The book is already part of The London Museum's Permanent Library Collection.
The art direction and design of the book are reference to the UK Governments Covid-19 warning messages, deployed in ways to give the book the disjointed and unpredictable aspect that lockdown brought to our lives.
We replicated the Governments “Power of Three” communication system (Stay Home > Protect The NHS > Save Lives). Not only for our book title but also for its structure and design. The chapters are divided into Tiers 1, 2 and 3, just like the country. And we also had fun with the back-cover message, which mimics the woefully mixed directions given by the UK Prime Minister Boris Johnson.
Lockdown was not slick, predictable or conventional and the book reflects that. It has a matte front cover while the internal pages are glossy. The spine is exposed, showing the glue and stitching to give it an almost homemade feel. The reading experience is also deliberately awkward at times: you have to turn it to read certain pieces of text and a 2 metre fold out also makes it safe to read at a social distance
2021 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Chief Creative Officer
Andre Laurentino
Executive Creative Director
Jules Chalkley
Photographer
Adam Ronan
Adam Claridge
Alex Hernesten
Alexandra Newman
Amber Maxwell
Ana Quina
Andrew Stephenson
Andy Forrest
Anna Turner
Bertie Rapkin
Bianca Noveau
Carl Rets
Caroline Tester
Chris Walts
Danielle Lovell
Dave Anderson
Ebba Nelligan
Emma Banks
Eva Steiner
Gabby Field
Gabriella Alexander
Gareth Clark
Ian Brassett
James Myers
James Manning
Jules Chalkley
Justin Jackson
Kate Wheaton
Lewis Bish
Liz Bannard
Mark Calendar
Mark Harrison
Matthew Straker-Taylor
Nick Sheppard
Nicola Wood
Nik Myers
Paul Eden
Regan Warner
Richard Barrett
Sandie Digler
Sarah Blackman
Shadi Sarresh
Stephanie Pinto
Vikki Mathurrin
Design Executive Creative Director
Dave Towers
Business Development Specialist
Andy Cummins
Head of Offline Production
Justin Cairns
Head of Strategic Innovation
Sarah Blackman
Senior Creative
Dave Anderson
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