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
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS_OH21_059M
About the Work
The BBL 2020-21 series will go down as the ‘Year of the Pit’ where Rexona owned the summer after unveiling a new form of advertising sponsorship – ‘Pitvertising’. The stunt saw the Rexona logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the season in an industry-first sponsorship deal with Cricket Australia.
The creative was designed to draw a parallel between Rexona’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments.
Unlike a standard sponsorship placement, ‘Pitvertising’ is hidden for the majority of the game, and only revealed during dramatic moments of the game, making its impact even stronger.
The creative was designed to draw a parallel between Rexona’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments.
Unlike a standard sponsorship placement, ‘Pitvertising’ is hidden for the majority of the game, and only revealed during dramatic moments of the game, making its impact even stronger.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Clemenger BBDO / Sydney
Production Company
PHD Content / Sydney
Art Director
Rowan Foxcroft
Executive Creative Director
Brendan Willenberg
Darren Wright
Writer
James Beswick
Account Director
Smaran Jworchan
Creative
Smaran Jworchan
Planner
Vince Usher
Related Awards
