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
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI023S
About the Work
Native’s Holiday lineup of personal care products featured scents like sugar cookie, eggnog, coal, and mistletoe. The 2022 theme: naughty and nice. While their scents brought back the nostalgia of the familiar, they wanted their holiday campaign to be anything but. So we created a campaign stripped of candy canes and holiday music, and focused on the human truth behind the age old naughty/nice dichotomy: that nobody is entirely one or the other. And the perfect setting for that? A routine traffic stop during the holidays that takes an unexpected hard left when a naughty scent is at play. The insight clearly resonated with holiday shoppers – Native’s net sales from the holiday collection grew 71% on DTC and 156% in retail from the previous year.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
VCCP / San Francisco
Production Company
O Positive / Los Angeles
Director
David Shane
Director of Photography
Matt Barkley
Executive Creative Director
Joel Kaplan
Executive Producer
Gina Pagano
Ken Licata
Marc Grill
Ralph Laucella
Account Supervisor
Emily Menken
account director
Gretchen Lally
Art Director, ACD
Ali Sooudi
assistant editor
Lousia Phillips
Associate Strategy Director
Angelica Fischer
Chief strategy Officer
Brendan Robertson
Director of Business Affairs
Cara Orlowski
Director of Client Services
Krista Osol
Director of Creative Operations
Katy Aquino
Editor/Founder
Gavin Cutler
Flame Artist
Joseph Miller
Head Of Production
Tanya LeSieur
Head of Production, LA
Devon Clark
LINE PRODUCER
Shannon Barnes
Mixer
Sam Shaffer
Production/BA Coordinator
Ian Osselaer
Senior Colorist
Tim Stipan
SENIOR PRODUCER
Matt Moran
Sr. Copywriter
Caroline Johnson
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