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.
Learn more about The One Show 2026
Category
Casting
Annual ID
OS22_MI039S
About the Work
There is an unhealthy reluctance to talk about sex in general. And in old age? Forget it. Leaving the majority of over 65s feeling burdened by the heavy weight of social stigma and unable to ask for sexual help just when they might need it the most, which is damaging to their physical and mental wellbeing. So, we needed to start a long overdue conversation. We needed to show genuine moments of older people in intimate situations. We weren’t looking for those who just wanted to perform in front of a camera. But how do you find real older couples willing to be naked, when they know the world doesn’t want to look? We looked in places others might not think to look, including reaching out to publications like Gay Times, because it was important everyone was represented, after all getting older happens to everyone. But it’s not easy when you’re in the middle of a pandemic and they were the most vulnerable, isolating at home. (Or having sex). So, we reassured them that we would take every precaution possible. Not just physically, but emotionally. Our couples had only ever gotten undressed in front of each other. Now they had to undress in front of the camera. So, we had an intimacy coach and psychological support. A closed set to guarantee their privacy. And we guaranteed them 100% control on the images published. And boy did it work. By the end of the shoot, our cast discovered a side of themselves they didn’t know. And so did the world.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy UK / London
Art Director
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Copywriter
Andy Forrest
Nicola Wood
Creative Director
Andy Forrest
Nicola Wood
Editor
Fabio Liguori
Executive Creative Director
Jules Chalkley
Photographer
Rankin
Strategist
Nicole Frost
Deputy Executive Creative Director
Luke Ridgway
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
Freelance Intimacy Coach
Ita O'Brien
Grade
Ben Rogers
Grade Producer
Roger Lairisa
Media Planning
Adam Crowe
Daniel Wood
Planner
Amy Tipper-Hale
Post Production Producer
Leo Thornborough
Production
Chelsea Stemple
Christine Wright
Project Management
Sophie Rhys Evans
Strategy
Hannah Crowley
Shadi Sarresh
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