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 - Public Relations


Agency CHEP Network / Sydney + Blonde Co + Karicare

Client Karicare


Traditional Media Relations

Annual ID


About the Work

Baby formula brand Karicare is on a mission to redefine how society portrays parenting. Everywhere parents turn they see perfection. In fact, 96% of Australian parents feel like they’re under pressure to be perfect, and 61% feel bad when they see ‘perfect’ images online. Our idea was to shake up the picture-perfect world of social media and flood parents’ feeds with a celebration of realness. To do this we didn’t just partner with a big influencer; we went to THE influencer – Anne Geddes. The “original baby influencer” and creator of the most influential and enduring picture-perfect baby photography style. We challenged her to break her iconic photographic style. Rather than perfect children, each photo featured a crying, distracted or destructive child… refreshingly familiar for any parent. By showing the real moments behind the most famous perfect images we made a clear statement – the perfect images of children you see is not real life. We tapped into Anne’s insta-following to launch, challenging parents to reconsider how parenting was portrayed in media, and how they shared their own experiences. With Anne Geddes at the helm, we gave the influencers who normally post perfect photos a new style to emulate, and they soon started posting their own ‘real’ images’, helping Karicare to #FeedTheReal. (un)Geddes hit a cultural nerve in a traditional category. We achieved over 52 million in reach with over 60 pieces of media coverage, turning real parents into our own network of microinfluencers. Karicare's brand saliency increased by 23 points. Our Kantar measured brand health rating jumped by 38.6% – catapulting us from 5th to 4th in the category. Finally, we stole market share, reaching record sales volumes and market share – all with less spend than the year prior, and less media spend than the period before our campaign launch.

2023 Awards

Total Points: 3




CHEP Network / Sydney

Client / Brand


Client Partner

Annabelle Pocock

Production Company

Blonde Co

Chief Creative Officer

Gavin McLeod

Creative Director

Cameron Dowsett
Mark Tallis

Executive Creative Director

Justin Ruben

Executive Producer

Sophia Tubby


Anne Geddes


Ann Lawlor
Blonde Artists NY

Brand Social Planner

Lauren Leonard

Celebrity Management


Chief strategy Officer

David Halter

General Manager, PR

Nick Zonnios

Head of CHEP Film

Tash Johnson

Head of Marketing, Core Milks & Kids

Ximena Ramirez-Arango


Kel Geddes

Managing Partner

Mariana Rice

Marketing Director, AUNZ

Kathy Cavill

Senior Account Executive

Anna Fisher

Senior Account Manager

Kate Power

Strategy Director, Social

Paul Isbell

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