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
Craft / Writing
Annual ID
OS22_PT054M
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. Getting the tone of voice right was crucial. We needed to engage people with the campaign, but we couldn’t afford to turn people off. Humour was therefore very important, as it helps overcome any awkwardness and is more likely to get people talking. However, we had to be careful the humour wasn’t puerile or salacious, or this would have shut down the conversation again. What was a great reflection of the copywriting in this campaign is that leading journalists in national newspapers like The Guardian and The Times as well as other media outlets were directly quoting our headlines as part of their editorial. This shows the tone of voice struck the right chord as the journalists relied on them to help tell the story.
2022 Awards
Total Points: 3
Merit
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
Related Awards
