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
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_FI040B
About the Work
Brits are uncomfortable talking about sex in general. Sex in old age? Forget it. Sadly, a whopping 80% of British society agrees. There is a notion that older people shouldn’t, couldn’t and wouldn’t want to have sex or be intimate. A misconception that is unhealthy for everyone. We felt it was beyond time this changed. We needed to start a conversation that was way overdue. So, we shone a spotlight on the unseen intimacy in our later years and celebrated the joy of sex in later life. We launched this as the country began to come out of lockdown because we wanted to be where people would be again. Also, because we wanted to open a long overdue conversation, we put it out in the open in a big way – in huge iconic sites across the UK. At the same time as our OOH launch, and Online Film we had a strategic launch in the UK’s major Sunday newspapers, tapping into the British tradition of reading the weekend newspapers in bed. What better place to start a conversation about sex?
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy UK / London
Art Director
Andy Forrest
Nicola Wood
Copywriter
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Creative Director
Andy Forrest
Nicola Wood
Editor
Fabio Liguori
Executive Creative Director
Jules Chalkley
Photographer
Rankin
Strategist
Nicole Frost
Planner
Amy Tipper-Hale
Art Buying
Jodie Woodhouse-Ward
Lesley Scott
Business Director - PR
Dk Cheung
Business Lead
Katharine Easteal
CEO of Creative Transformation
Stef Calcraft
Client Partner - PR
Rachael Coomber-Nolan
Deputy Executive Creative Director
Luke Ridgway
Freelance Intimacy coach
Ita O’Brien
Grade
Ben Rogers
Grade Producer
Roger Lairisa
Media Planning
Adam Crowe
Daniel Wood
Post-Production Producer
Leo Thornborough
Production
Chelsea Stemple
Christine Wright
Project Management
Sophie Rhys Evans
Strategy
Hannah Crowley
Shadi Sarresh
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