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.

2022 One Show - Branded Entertainment

Generation Rewear

Agency Havas / London + UNIT / London + The Editors / London + Hungry Man / London

Client Reckitt / Vanish

Category

Long Form Video / Series / Episodic

Annual ID

OS22_BE055M

About the Work

Our love of fashion is contributing to an environmental crisis – with the sector responsible for a staggering 4% of the world’s total carbon emissions. Globally, there are enough clothes already in existence to dress the next six generations, and in the UK, we send 350,000 tonnes of clothing to landfill annually. Clearly, this is unsustainable, which is why Vanish is on a mission to promote responsible clothing consumption by helping clothes live longer. In partnership with the British Fashion Council, we created a film Generation Rewear to educate audiences on the environmental impact of their fashion habits. Launched on Amazon during London Fashion Week, the film champions the designers, entrepreneurs and everyday people at the forefront of sustainable fashion – united by the goal of reducing our impact on the environment to rethink the design, manufacture and care of clothes. The approach cuts through the clutter of brand TV ads in the category, by telling the story on a legitimate and authentic entertainment platform. The success of the film was immediately evident. Generation Rewear was the most viewed piece of content during London Fashion Week – recording more visits than even the runway shows. Feeding off this excitement, and with help from influencers recruited through the BFC partnership, the film reached an audience of over 10 million across Instagram and YouTube, with over 80K views. This success was replicated across Amazon properties, where Generation Rewear has since reached a further 8 million people and received another 63K views.These statistics would mean nothing were it not for a corresponding shift in attitudes toward Vanish. Amongst viewers of the documentary, associations between Vanish and sustainable garment care increased 7.7x. This impact was linked to a measured uplift of 230% in purchase intent, demonstrating how Generation Rewear was able to help us deliver against both long- and short-term objectives.

2022 Awards

Total Points: 3

Merit

Credits

Agency

Havas / London

Production Company

Hungry Man / London

Music / Sound Production Company

UNIT / London

Post Production Company

The Editors / London

Chief Creative Officer

Vicki Maguire

Chief Marketing Officer

Cigdem Kurtulus

Creative Director

Nick Rowland

Designer

Sarah Butler

Director

Richard Bullock

Executive Creative Director

Elliot Harris

Executive Producer

Alison Cooper

Producer

Debbie Ragasa

Strategist

Oliver Stogdale

Account Director

Andrew Symonds
James Johnstone

Business Director

Carolyn Young

Category Manager

Ruxandra Ionescu

Digital Agency Producer

Flavia Casà

Group Strategy Director

Becky Taylor Wilkinson

Senior Brand Manager

Alexia Theocharis

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