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Category
Branded Content
Annual ID
OS_HW21_029M
About the Work
When Covid-19 hit in March 2020, the funding Macmillan received was dealt a catastrophic blow. 98% of their income comes from public donations.
In addition, it soon became apparent cancer was becoming the “Forgotten C” and Macmillan’s services were more vital than ever. Because of this disruption, as many as 50,000 people in the UK are missing a cancer diagnosis.
But there was hope. Our research showed that people’s understanding of Macmillan was one-dimensional. They knew about their caring, gentle, compassionate side but were less familiar with their gritty, determined, never-back-down side. Critically, we learnt those who see the complete picture are more likely to donate and donate more.
This led us to position Macmillan as “compassionate warriors''. After all, they play a crucial role in the fight to secure and deliver care to people. Our big idea is rooted in the human truth that Macmillan do ‘Whatever it takes’. We completely embraced this and rolled it out across the entire brand.
This entry deals with the film, which is an ideal medium for the type of emotional storytelling we wanted to portray. With raw truth, we see Macmillan nurses literally doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of the important work they do.
We’re also exposed to the daily challenges and triumphs of people living with cancer.
The visceral film ends with a call for donations. It was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second UK lockdown. Music is Spring 1 by acclaimed artist Max Richter.
In addition, it soon became apparent cancer was becoming the “Forgotten C” and Macmillan’s services were more vital than ever. Because of this disruption, as many as 50,000 people in the UK are missing a cancer diagnosis.
But there was hope. Our research showed that people’s understanding of Macmillan was one-dimensional. They knew about their caring, gentle, compassionate side but were less familiar with their gritty, determined, never-back-down side. Critically, we learnt those who see the complete picture are more likely to donate and donate more.
This led us to position Macmillan as “compassionate warriors''. After all, they play a crucial role in the fight to secure and deliver care to people. Our big idea is rooted in the human truth that Macmillan do ‘Whatever it takes’. We completely embraced this and rolled it out across the entire brand.
This entry deals with the film, which is an ideal medium for the type of emotional storytelling we wanted to portray. With raw truth, we see Macmillan nurses literally doing ‘Whatever it takes’. We see their tough, tenacious side and their more well-known caring qualities. Having seen their unflinching grit, skill, ingenuity, humour and tenderness, we’re left with a better understanding of the important work they do.
We’re also exposed to the daily challenges and triumphs of people living with cancer.
The visceral film ends with a call for donations. It was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second UK lockdown. Music is Spring 1 by acclaimed artist Max Richter.
2021 Awards
Total Points: 3
Merit
Credits
Agency
AMV BBDO / London
Production Company
Iconoclast / London
Music / Sound Production Company
750mph / London
Post Production Company
MPC / London
Stitch / London
Media Distribution Company
Zenith Media / London
Chief Creative Officer
Alex Grieve
Creative Director
Andy Clough
Richard McGrann
Designer
Daniel Mead
Director
Jonathan Alric
Director of Photography
Paul Ozgur
Editor
Nicolas Larrouquere
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Executive Producer
Guy Rolfe
Producer
Jane Lloyd
Verity Elvin
Sound Designer
Sam Ashwell
Strategist
Nicola Willison
Tom White
Account Handling
Alex Bird
Angela Kwashie
Rachel Dymond
Creative
Benjamin Polkinghorne
Scott Kelly
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