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
Craft / Storytelling
Annual ID
OS23_IG009G
About the Work
Male violence against women and girls is an epidemic in the UK. A woman dies at the hands of a man every three days and 97% have been sexually harassed. For too long women have had to adapt their behaviour. But it’s not them who need to change: it’s
men. Particularly the ones who stand by and let misogynistic behaviour go unchallenged. ‘Have a word with yourself, then your mates’ is a simple but powerful behavioural science insight that gives men a practical and easily achievable role in solving the problem. It was important not to alienate men, but for them to feel like they were allies
The storytelling was integral to the creative idea. It needed to feel authentic. We wanted every man watching this to relate to what they were witnessing. The misogynistic language needed to reflect the language they either throw around themselves or stand by and watch and listen to other men throwing around. It was important it reflected how this language is often dismissed as being playful, before building to being intimidating and threatening. We absolutely did not want the dialogue in the film to feel scripted, or the messaging in the out of home to feel contrived, or this would have allowed the audience a way to distance themselves from what they were seeing.
It worked. 65% of social commentary was by men. Influencers shared it with their millions of followers, schools have incorporated our film into their curriculum and the UN is including it in education materials being rolled to millions of men. It also unlocked a further £18 million in funding to help create a legacy for generations of women to come, by educating and changing the behaviour of the men and boys of today.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy UK / London
Production Company
Spindle Productions / London
Art Director
Andy Forrest
Nicola Wood
Copywriter
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Creative Director
Andy Forrest
Nicola Wood
Director
Molly Burdett
Director of Photography
Adric Watson
Editor
Tim Swaby
Executive Producer
Lou Gagen
Producer
Chris Anthony
Eleanor Hardcastle
Agency Producer
Christina Bell
Account Director PR
Gemma Ginsberg
assistant producer
Eva McAlpine
Behavioural Science
Tara Austin
Chief Executive Creative Director
Jules Chalkley
Client Partner PR
Fola Odumosu
colorist
Simon Bourne
Executive Creative & Strategy
Charlie Coney
Executive Creative Director of Design
Luke Ridgway
LINE PRODUCER
Rachel Bashford
Senior Film Producer
Sally Miller
SENIOR PRODUCER
Heather Hart
Sound Design Producer
Robson Yeo
Sound engineer
Toby Griffin
Stills Photographer
James O’Jenkins
Strategy
Andrew Lopez
Bianca Novaes
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