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 - Direct Marketing


Agency Uncommon Creative Studio / London + H&M

Client H&M


Innovation & Transformation / Innovation in Direct Marketing

Annual ID


About the Work

Research reveals it only takes one second for potential employers to assess a candidate’s competence based on their appearance. The ONE/SECOND/SUIT initiative helps tackle this bias by making sure the potential inside isn’t overlooked because of what’s on the outside. By renting not buying, interviewing in the ONE/SECOND/SUIT is a conscious decision, too.

When we look good, we feel good. That’s why anyone with an upcoming job interview could hire an H&M Man suit, completely free, for 24 hours. The initiative launched in the UK and US.

To mark the roll out the programme, we created a stirring and evocative film by critically-acclaimed director Mark Romanek. The film explores an important moment we all face at least once in our lives - a job interview. First job, fired and in search of a new job or carving out your own career destiny. Everyone will face this moment.

The film takes us through this pivotal event - showing an honest portrait of every man. As we move from the bedroom to the bathroom and so on, we transition to a new man getting ready in a different apartment. We see different faces of all types of men carrying out universal morning rituals - we are met with the calm but strong voice of a mother in the background. We hear the relatable and motivating pep talk that only a mother can give.

‘Look in the mirror, what do you see? I see a person with no limitations. I brought you into this world, with the same potential inside as all the rest. I know you, I grew you, you are my son. And I’m telling you, just remember an extra dollar in their pocket, doesn’t make them any smarter. So walk tall. You were born equal to the best of them.’

Romanek is best known for his psychological feature film One Hour Photo, starring Robin Williams, and his adaptation of Kazuo Ishiguro's acclaimed novel, Never Let Me Go. His iconic music videos have earned him over twenty MTV Video Music Awards and three Grammy awards - more than any other director.

2022 Awards

Total Points: 3




Uncommon Creative Studio / London

Client / Brand


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