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.
Category
Innovation & Transformation / Innovation in Public Relations
Annual ID
OS23_PR083M
About the Work
The Friendly Break Up Collection is a new home furnishing line that breaks up when you do.
The collection includes furniture conceived as a unit but that can be divided into two, maintaining the initial aesthetics and utility; thus, facilitating the division of material goods. It is a simple but innovative idea that allows you to start over and move with a part of the original piece of furniture, but at the same time looks complete and can still be enjoyed.
The Friendly Breakup Collection is an innovation that adapts to increasing rates of divorce and flat sharing among young people. This new modular range of furniture splits in two, encouraging friendlier s belongings splitting between couples and even friends.
To create The Friendly Breakup Collection, we had to change the way we approach design projects, for the first time in FC we design a whole collection that adapts not to spaces but to people’s lifestyles.
We faced a dual challenge in the process because each piece of furnishing not only had to look spectacular, but they also had to be functional. The objective was to conceived furniture items as a unit but that can be divided into two, maintaining its own personality individually. We needed to design something interesting that worked as a standalone piece and didn’t look like it had been cut in half.
FC Home & Deco, is the largest home furniture producer in Latin America and for over 75 years has address the needs in the Argentinian market.
Furniture industry is stag and have never address cultural dynamics and problems around people, like new family formats and needs.
Why have no one ever done it? probably because a piece of furniture is always conceived as a unit. The main design challenge for this new collection was to create furniture pieces that can be divided and still work well separate, maintain the highly aesthetics and functionalities.
For FC Home & Deco was a challenge to be one step ahead in the category, how to be brave enough but cultural relevant, where every single brand talks about price and product characteristics.
This was the road to achieve the commercial goals and build
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / Lima
Client / Brand
Fontenla / BUENOS AIRES
Production Company
LaDoble / BUENOS AIRES
Art Director
Diego Izquierdo
Julio Silva
Nonoy Perez
Copywriter
Militza Quispe
Chief Creative Officer
Bruno Reggiardo
Creative Director
Diego Figueroa
Director
Martín Donozo
Seba Mega
Producer
José Arnal
Sergio Barrio
Global Chief Creative Officer
Daniel Bonner
Global Executive Creative Director
Daniel Minaker
Sebastian Tarazaga
CEO
Federico Fontenla
Fernando Fontenla
Paul Thorndike
Roberto Fontenla
Global Chief Creative Office
Bas Korsten
Head Of Content LATAM
Augusto Landauro
Head of strategy
Victor Garzón
Managing director
Carlos Bernal
VP Creative
José Aburto
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