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 - Health & Wellness

The Uncover

Agency Weber Shandwick / Paris + Allegorie studio / Paris + Aurevoir Charlie / LEVALLOIS PERRET

Client Frida etc.


Direct Marketing

Annual ID


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: 3




Weber Shandwick / Paris

Design Firm

Allegorie studio / Paris

Music / Sound Production Company

Aurevoir Charlie / LEVALLOIS PERRET

Media Distribution Company

Mediabrand / Paris

Art Director

Charlyne Urbaniak


Quentin Burette

Creative Director

Jean Paoli

Executive Creative Director

Angela Mears


Andrea Breasciani


Jeanne Faucher

Assistant Creative

Clothilde Batoux


Eloi Asseline

Creative Strategist

Elise Décultot

Make-up Artist

Léa Tomé

PR Lead

Deborah Guepey

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