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.

2023 One Show - Direct Marketing

Phone It In

Agency Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland

Client Skinny


Craft / Writing

Annual ID


About the Work

Skinny is a New Zealand mobile company with a track record of saving customers money through smart and thrifty advertising hacks. We understand that when Skinny spends big money on advertising, it’s their customers that ultimately pay the price. The brief was to create a low-cost, interactive campaign that furthered Skinny’s mission to keep prices low while making the product (mobiles) integral to the idea. Phone It In was a nationwide out-of-home campaign that consisted of 34 bespoke radio scripts placed at hundreds of locations across New Zealand. Each script came with a phone number that anybody could dial and then record the script directly into an answering machine…for free. The recordings were then dispatched as radio ads. 65% of calls came from Skinny’s competitors’ customers. We saw a 34% increase in customer sign ups, making it Skinny’s most effective recruitment campaign ever.

2023 Awards

Total Points: 45



Colenso BBDO / Auckland

PR / Marketing Agency

Drum Agency / Auckland

Client / Brand

Skinny / Auckland

Media Distribution Company

PHD Media / Auckland


Callum McDonald

Chief Creative Officer

Levi Slavin
Si Vicars

Chief Marketing Officer

Ally Young

Executive Creative Director

Maria Devereux

Group Creative Director

Hadleigh Sinclair


Anna Flaws

Account Director

Chie Hemsley

Project Manager

Thomas Billi

Account Manager

Lara Winmill

Business Lead

David Bowles

Client Lead Partner

Emma Carpenter

Content Marketer

Shane Coleman

Corporate Communications

Sam Smith

Creative Integration Lead

Amanda Paleski

Creative Retoucher

Reks Kok

Customer Marketing

Jamie Tait

Digital Trust Partner

Lydia Tebbutt

General Manager

Lucy Grigg


Dave Brady

Head of Innovation & Tech

Logan Maire

Head of Integrated Production

Scott Chapman

Head of Technology & Innovation

Logan Maire

Legal Counsel

Michelle Van

Mac Operator

Maddy Price

Performance Marketing Strategist

Janine Casas

Performance Media Specialist

Amber Zhang

Planning director

Amy Polloick

Senior Business Director

Jono Fellet

Senior Business Manager

Elsi Gibbs

Social Chapter Lead

Frith Wilson-Hughes

Studio Manager

Jeremy Lavich

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