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.
Category
Brand-Side Initiated & Originated Projects
Annual ID
OS23_BS013M
About the Work
On April Fools' 2022 we launched the Pre-Hated Marmite store on eBay and in real life. Selling jars that had been opened, tried and discarded in disgust by haters - at discount prices for lovers.
A deliberately repulsive and utterly ridiculous USP that tapped into the spirit of April Fools and the love/hate essence of Marmite. Promoted on social, detail and authenticity were key. Every listing on eBay was specifically written to get across the full range of loathing that haters had for Marmite.
With headlines that ranged from the disgusted ‘RATED R FOR REPELLANT” to the outrage of “WHAT IS THIS
2023 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
U-Studio/OLIVER / London
Client / Brand
Unilever / London
Art Director
Magnus Thorne
Paul Turner
Writer
Magnus Thorne
Paul Turner
Creative Director
Andrew Tuffs
Magnus Thorne
Paul Turner
Editor
Chris Rautenbach
Global Chief Creative Officer
Rod Sobral
account director
Sara Lim
Brand manager
Sophie Allan
Cameraman
Alistair Hood
Creative Producer
Tanya Lock Achilleos
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