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 Identity / Rebranding
Annual ID
OS23_DE085M
About the Work
Toblerone’s maker, Theodore Tobler, was a true visionary and disruptor. He campaigned for women's maternity rights and believed in ‘a world without borders’. In 1908, that boldness led him to create his unconventional chocolate bar, shaking up the oh-so-serious world of Swiss chocolate.
Tobler’s vision broke the mould. To ‘re-imagine’ the Toblerone brand for the future, we had to do the same. With playful bespoke typography, a revitalised script and wonderfully quirky wordmark we reclaimed Tobler’s provocative spirit. We elevated all facets of the brand, purpose-out, to “Be More Triangle”, celebrating the iconic bar’s originality among a sea of squares.
All this resulted in retail growth +14% RSV, 10pp share YoY and delivered 153% against target for DTC sales.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Bulletproof / London
Client / Brand
Mondelez International / Zürich
Client Partner
Hannah Johnson
Rebecca Barron
Chief Creative Officer
Nick Rees
Creative Director
Vini Vieira
Designer
Annabel Hillier
Bethany Harrison
Chris Nixon
George Percy
Haydn Marsh
Hayley Flavell
Penny Hannibal
Motion Designer
James Bluett
Photographer
Carl Bartram
Design Director
Beth Drummond
Artwork
Annalisa Viola
Artworker
Oliver Ward
Richard Doran
Associate Motion Director
Fahud Ahmed
Associate Production Manager
Ryan Edwards
Client Business Director
Mo Doyle
Client director
Sarah Chadwick
Client Manager
Sophie Kane
Digital Creative Director
Jim Hare
Motion Creative Director
Jordan Assender
Senior Client Manager
Danielle Borg
Hannah Walker
Senior Strategist
Marc Solomon
Strategic Business Director
Kata Cserveny
Visualiser
Chris Burge
Jake Walton
Mark Jenkins
Visualising Director
Paul Shepherd
Related Awards
