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.
Category
Craft / Use of Technology
Annual ID
OS22_BE098M
About the Work
From misleading pictures of idyllic farms to nice-sounding labels, like “cage-free,” factory egg farms will do just about anything to cover up how they treat their animals. It’s why, for years, ethical egg brand, Vital Farms, has used their advertising to highlight their honesty while calling bullsh*t on the industry.
But, by 2021, a slew of new competitors had crowded the shelf, making it harder for their audience to separate Vital Farms from the fray. The brand needed a fresh way to capture attention and convey, that when it comes to food and farming, no one is more honest.
So, we set out to create the most honest campaign we could think of using the most honest photographers we could find—their hens.
With the help of the world’s first 100%, hen-operated hen-camera, we launched the Hens Behind the Lens, a stunning and unfiltered look at life on the wide-open pastures of Vital Farms—captured entirely by the ladies who call them home.
The hens’ photography became the centerpiece of an integrated campaign that saw their work on billboards, social media and even the pages of a hard-bound, coffee-table book. Our audience took stock, flocking to social media to ask for art prints and copies of the book.
In the end, the Hens Behind the Lens put a new focus on how farm animals should be treated while re- establishing Vital Farms as an innovative leader in the food space.
But, by 2021, a slew of new competitors had crowded the shelf, making it harder for their audience to separate Vital Farms from the fray. The brand needed a fresh way to capture attention and convey, that when it comes to food and farming, no one is more honest.
So, we set out to create the most honest campaign we could think of using the most honest photographers we could find—their hens.
With the help of the world’s first 100%, hen-operated hen-camera, we launched the Hens Behind the Lens, a stunning and unfiltered look at life on the wide-open pastures of Vital Farms—captured entirely by the ladies who call them home.
The hens’ photography became the centerpiece of an integrated campaign that saw their work on billboards, social media and even the pages of a hard-bound, coffee-table book. Our audience took stock, flocking to social media to ask for art prints and copies of the book.
In the end, the Hens Behind the Lens put a new focus on how farm animals should be treated while re- establishing Vital Farms as an innovative leader in the food space.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Preacher / Austin
Production Company
Lightbox Productions, Inc.
Art Director
Kymberli Fraser
Chief Creative Officer
Rob Baird
Creative Director
Jimmie Blount
Justin Ralph
Designer
Marissa Servantez
Executive Producer
Stacey Higgins
Photographer
Andrew Loehman
Brand Manager
Taylor Jansen
Chief Executive Officer
Krystle Loyland
Motion Graphics
Skylar Moran
Senior Copywriter
Matt Klugman
Senior Producer
Cate McManus
Videographer
Phil Kline
Brand Director
Kristen Meade
Business Affairs
Miiko Martin
Chief Strategy Officer
Seth Gaffney
Fabricator
Isaac Secret
Junior Designer
Wendy Ampuero
Senior Strategist
Stephen Maroda
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