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
Non-traditional & Guerrilla Marketing
Annual ID
OS22_DM018S
About the Work
TradeMe (New Zealand’s equivalent of eBay) is used by over 600,000 New Zealanders every day to buy and sell second-hand goods. David's Unusables hijacked this online marketplace to educate New Zealanders on Motor Neurone Disease – an incurable, debilitating condition that slowly takes away every ability you once had. David, a man living with MND, sold his unusable belongings in a digital timeline reflective of his deterioration – starting with bigger items like bicycles and fishing rods, through to simple everyday items like cutlery and furniture as his condition declined. Each listing told of his personal connection to the item, and revealed the devastating reasons it had become unusable to him. By doing so, the campaign turned online auctions into an education resource and generated vital donations at the same time.
The campaign generated $293k in FOC media, reached over 1.5 million New Zealanders (total population 5.52 million) and played a pivotal role in raising the profile of MND.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Special / Auckland
Client / Brand
Motor Neurone Disease New Zealand
Production Company
The Post Office
Art Director
Kimberley Scott
Copywriter
Tom Johnson
Chief Creative Officer
Tony Bradbourne
Creative Director
Arnya Karaitiana
Designer
Ky Lee
Director
Alexander Gandar
Executive Creative Director
Jonathan McMahon
Lisa Fedyszyn
Producer
Steve Gulik
CEO
Carl Sunderland
Communications Specialist
Emily King
Group business Director
Priyanka Patel
Head of PR & Influence
Kelly Grindle
Integrated Producer
Jen Wood
Media Director
Briar Rowsell
Senior Business Manager
Isabeau Brimeau
Studio Artworker
Carolyn Ihaia
Studio Manager
Gavin Le Claire
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