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 - Experiential & Immersive

Creativity is Essential

Agency AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London

Client Bacardi Bombay Sapphire


Craft / Art Direction

Annual ID


About the Work

Covid-19 was a crisis for the arts, leaving artists and arts spaces struggling. Galleries closed as they were not deemed ‘essential’, negatively impacting creative communities. Creativity has been at the heart of Bombay Sapphire for over 30 years, championing creatives and supporting emerging artists all over the world. Its own distillery in Laverstoke is an architectural masterpiece created by one of the most imaginative architects, Thomas Heatherwick. The entire brand strategy is built around inspiring and enabling creativity in everyone. In the year that turned out to be devastating for the creative community, Bombay Sapphire wanted to show their support and demonstrate their belief that creativity is an essential part of being human, making us feel fulfilled and happy. Galleries were forced to close. But essential shops remained open. Bombay Sapphire turned The Design Museum into a supermarket, to reopen it despite pandemic restrictions. We collaborated with 10 emerging artists from all over the world to turn essentials – from loo roll to tinned beans – into works of art. The artists were Joey Yu, Charlotte Edey, Kentaro Okawara, Katherine Plumb, Amy Worrall, Holly Warburton, Jess Warby, Michaela Yearwood-Dan and Isadora Lima. Each essential item was a vessel to showcase their own unique styles and mediums, giving them a platform and a space to exhibit again. The essentials were at supermarket prices, making art accessible to all. The artists’ original artworks also adorned the gallery-supermarket walls. Famed artist and designer Camille Walala brought her inimitable visual style to the shop’s spatial design – bringing art and shopping together in a riot of pattern and colour.

2022 Awards

Total Points: 45



AMV BBDO / London

PR / Marketing Agency

Ogilvy PR / London

Production Company

Niemand Studio / London

Media Distribution Company

OMD / London

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