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
Promotional / Physical Items
Annual ID
OS23_DE046B
About the Work
Frida, a French maternity wear brand made to simplify new moms’ life was looking to raise its brand awareness with a limited budget. Therefore, we decided to tackle one of the most controversial issue new moms are experiencing: the taboo of breastfeeding in public spaces. Designed as a trompe l'oeil, The Uncover transforms any magazine reader into a breastfeeding person. 50 000 copies were distributed everywhere in France across train stations, newsagents, streets and coffee shops, etc. with the support of 2 feminist organizations. Simple to use in public spaces (coffee shops, parks, public transport), it created an immediate buzz, democratizing the gesture everywhere. This small production investment (€10k) generated over 200 million of organic media impressions. People, politicians, celebrities, influencers and the media shared The Uncover, making breastfeeding and Frida's commitment visible everywhere.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Weber Shandwick / Paris
Design Firm
Allegorie studio / Paris
Music / Sound Production Company
Aurevoir Charlie / LEVALLOIS PERRET
Art Director
Charlyne Urbaniak
Copywriter
Quentin Burette
Creative Director
Jean Paoli
Executive Creative Director
Angela Mears
Photographer
Andrea Breasciani
Stylist
Jeanne Faucher
Assistant Creative
Clothilde Batoux
CEO
Eloi Asseline
Creative Strategist
Elise Décultot
Make-up Artist
Léa Tomé
PR Lead
Deborah Guepey
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