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
Category
Posters / Single
Annual ID
OS_PT21_040M
About the Work
What we did:
We found a new way to freak new audiences out in the most unsuspecting of places and get their attention. To do this we leveraged the well-known folklore that Dracula didn’t have a reflection and used it to create an immediate response.
Using flip motion effect printing placed at an optimum 37-degree angle, we made Dracula's reflection disappear in the mirror - creating the illusion that something supernatural was at play.
Why we did it:
The West Australian had a shrinking audience. To try to change this, they decided to target a new and younger audience – shifting their advertising spend away from their loyal older demographic.
We needed to increase ticket sales and grow the attendance of younger ballet enthusiasts and first-time attendees.
In all, we had just over 13,000 tickets to sell.
What happened next:
• 13,120 tickets sold in 1-day. The first time in 3years a ballet season had sold out and the quickest sell-out on record.
• West Australian Ballet website traffic increased by 401%
• There was a 38% increase in 18 – 39-year-old ballet attendees.
• West Australian Ballet subscribers increased by 24%
• Over 210,000,000 media impressions were achieved.
We found a new way to freak new audiences out in the most unsuspecting of places and get their attention. To do this we leveraged the well-known folklore that Dracula didn’t have a reflection and used it to create an immediate response.
Using flip motion effect printing placed at an optimum 37-degree angle, we made Dracula's reflection disappear in the mirror - creating the illusion that something supernatural was at play.
Why we did it:
The West Australian had a shrinking audience. To try to change this, they decided to target a new and younger audience – shifting their advertising spend away from their loyal older demographic.
We needed to increase ticket sales and grow the attendance of younger ballet enthusiasts and first-time attendees.
In all, we had just over 13,000 tickets to sell.
What happened next:
• 13,120 tickets sold in 1-day. The first time in 3years a ballet season had sold out and the quickest sell-out on record.
• West Australian Ballet website traffic increased by 401%
• There was a 38% increase in 18 – 39-year-old ballet attendees.
• West Australian Ballet subscribers increased by 24%
• Over 210,000,000 media impressions were achieved.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / Perth
Chief Creative Officer
Joao Braga
Chief Digital Officer
Martin Beecroft
Associate Creative Director & Creative
Matt Wilson
CD
Joe Hawkins
Senior Art Director
Luke Williams
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