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Category
Integrated Campaign
Annual ID
OS_HW21_074M
About the Work
At our #ageless campaign’s heart was a mission to move beyond just a film, branching into wider cultural touchpoints. From here we’d celebrate age positivity in all manner of ways.
Laddering off our thought ‘our bodies change but why should we?’ #ageless was all about removing the stigma of incontinence, by making it part of a broader campaign platform that confronted ageism.
People’s problem with incontinence stems from preconceived views of what it is to be old. If we could challenge the stereotypes that exist within culture, then in turn we could destigmatise incontinence and revolutionise the category.
We deliberately made sex and intimacy the focus, as we knew it was a societal taboo that made people uncomfortable.
From here the #ageless platform became a powerful tool. First we partnered with The Geena Davis Institute on gender representation - producing a report on the roles for women over 50 in Hollywood. The report’s eye-opening findings shone a light on the lack of positive roles for older women. Just one in four films passed our Ageless Test, and no women aged over 50 seen in any leading roles.
We used the findings we flipped the notion that women over 50 are sexless, with a provocative film to launched our new underwear – plus print campaign celebrating real later life intimacy.
We worked with Femtech brand Je Joue to produce a sex toy for women over 50 – that not only gave pleasure, but strengthened the pelvic floor, helping to reduce incontinence.
Next we worked with WOFFF (The Women Over Fifty Film Festival), producing a range of short films celebrating the talents of women over 50, both in front of and behind the camera.
As well as film, we produced a series of podcasts in France, and a confronting graphic novel in Italy
Laddering off our thought ‘our bodies change but why should we?’ #ageless was all about removing the stigma of incontinence, by making it part of a broader campaign platform that confronted ageism.
People’s problem with incontinence stems from preconceived views of what it is to be old. If we could challenge the stereotypes that exist within culture, then in turn we could destigmatise incontinence and revolutionise the category.
We deliberately made sex and intimacy the focus, as we knew it was a societal taboo that made people uncomfortable.
From here the #ageless platform became a powerful tool. First we partnered with The Geena Davis Institute on gender representation - producing a report on the roles for women over 50 in Hollywood. The report’s eye-opening findings shone a light on the lack of positive roles for older women. Just one in four films passed our Ageless Test, and no women aged over 50 seen in any leading roles.
We used the findings we flipped the notion that women over 50 are sexless, with a provocative film to launched our new underwear – plus print campaign celebrating real later life intimacy.
We worked with Femtech brand Je Joue to produce a sex toy for women over 50 – that not only gave pleasure, but strengthened the pelvic floor, helping to reduce incontinence.
Next we worked with WOFFF (The Women Over Fifty Film Festival), producing a range of short films celebrating the talents of women over 50, both in front of and behind the camera.
As well as film, we produced a series of podcasts in France, and a confronting graphic novel in Italy
2021 Awards
Total Points: 3
Merit
Credits
Agency
AMV BBDO / London
PR / Marketing Agency
Ketchum / London
Production Company
Merman / London
Music / Sound Production Company
Wave Studios / London
Post Production Company
Final Cut / London
Framestore / London
Media Distribution Company
Zenith Media / London
Chief Creative Officer
Alex Grieve
Creative Director
Jim Hilson
Rosie Arnold
Toby Allen
Designer
Chris Chapman
Richard Holgate
Director
Yorgos Lanthimos
Director of Photography
Robbie Ryan
Editor
Amanda James
Claire McGonigal
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Executive Producer
Dan Dikenson
Siobhan Murphy
Artist
Stina Persson
Producer
Adam Saward
Olivia Fryer
Polly Lowes
Sound Designer
Johnnie Burns
Martin Leitner
Strategist
Beatrice Farmelo
Rob Sellars
Tom White
Creative Team
Andrew Hull
Clark Edwards
Julia Merino
Verity Fenner
Account Handling
Aneesha Ghattaora
Harriett Harrison
Laura Hazell
Rebecca Thomas
Tessa Brisbane
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