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 - Radio & Audio

Big Days - Lifeguard

Agency Juniper Park \ TBWA / Toronto + Apollo Studios

Client New York Fries


Craft / Writing - Single

Annual ID


About the Work

Poutine is Canada’s national dish, a hot and hearty meal of potato fries and cheese curds smothered in rich beef gravy. It’s a staple of hard-working Canadians who need a filling meal to fuel their day, and it’s so popular that you can’t walk two blocks in a Canadian town or city without passing a Poutinerie. Our client, New York Fries, is a fast food chain in Canada that specialises in fresh cut potato fries and also has a line of delicious Poutines. This is Canada after all. And when they launched a new large poutine, we tapped into the truth that if a regular poutine is designed to fuel your regular day, then an extra-large serving must really be designed for the biggest of days. We wrote a radio campaign to reach Canadians at every point during their busy day, on the way to work, dropping off lumber, lugging the kids around, and wrote the spots to dramatise the kind of big days you’d need a bigger poutine for.

2022 Awards

Total Points: 3




Juniper Park \ TBWA / Toronto

Music / Sound Production Company

Apollo Studios

Chief Creative Officer

Graham Lang

Executive Creative Director

Jenny Glover

Group Creative Director

Neil Walker-Wells

Agency Producer

Ashlie Luthra

Associate Creative Director

Tom Mednick


Harry Knazan

Group Account Director

Jessica DeSantis

Senior Account Executive

Carlo Tan

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