The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Pharma

David's Unusables

Agency Special / Auckland + Motor Neurone Disease New Zealand + The Post Office

Client Motor Neurone Disease New Zealand (MND NZ)


Best of Pharma

Annual ID


About the Work

Motor Neurone Disease is brutal disease and New Zealand has one of the world’s highest mortality rates from it. Despite this, it’s a disease that has low levels of awareness and understanding compared to other illnesses. Awareness and public profile is important because they have a big impact on the access to funding and support a charity, like MND NZ, can get. To do this, we needed to demonstrate the impact MND has on people in a relatable way. The solution was to target the 600,000+ New Zealanders who use TradeMe (New Zealand’s equivalent of eBay) every day to buy and sell second-hand goods. David's Unusables hijacked this online marketplace to educate New Zealanders on Motor Neurone Disease. 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, symptomatic 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 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: 90

Best of Discipline Pencil



Special / Auckland

Client / Brand

Motor Neurone Disease New Zealand

Production Company

The Post Office

Art Director

Kimberley Scott


Tom Johnson

Chief Creative Officer

Tony Bradbourne

Creative Director

Arnya Karaitiana


Ky Lee


Alexander Gandar

Executive Creative Director

Jonathan McMahon
Lisa Fedyszyn


Steve Gulik


Carl Sunderland

Communications Specialist

Emily King

Group business Director

Priyanka Patel

Head of PR and 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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