The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 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

Tough at Heart

Agency FCBCURE, An IPG Health Company / Parsippany + Merck Pharmaceuticals / Kenilworth

Client Merck/VERQUVO


Craft / Art Direction

Annual ID


About the Work

The “Tough at Heart” campaign featured beautiful authentic portraits on hand-crafted sets that were shot in camera. The sets were built from the ground up with real-life elements; every element from the hearts created using unique items to the grass and water in the scenes is 100 percent real. Little was left to post-production in our desire to create authentic environments that framed our subjects and displayed the things in their lives that they love. Hand crafted sets using real-life elements and shot in camera created memorable, personalized images for the campaign. Photography Award-winning fine art photographer Julia Fullerton-Batten brought a high level of artistic vision to this project. Her ability to create a human connection along with her attention to detail left us with unforgettable images not often seen in pharmaceutical advertising. Type design Typographer Ben Fearnley’s created hand crafted typography to deliver a personal statement unique to each subjects’ story.

2022 Awards

Total Points: 1




FCBCURE, An IPG Health Company / Parsippany

Client / Brand

Merck Pharmaceuticals / Kenilworth

Creative Director

Nancy Yates
Ashleigh Raizes

Executive Producer

Jamie Bakin

Group Creative Director

Kevin Kaniuga


Julia Fullerton-Batten


Ben Fearnley

Set Designer

Rhea Theirstein


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