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
Newspaper / Single
Annual ID
OS23_PT026M
About the Work
We created an anonymous social experiment, activating across 18 countries in five continents - connecting via in-person, video conference, classrooms, and an anonymous website. We asked one simple thing: “Draw Ketchup.” We turned the experiment into a brand experience - literally making consumer drawings the heart of a global campaign. Whether they drew bright red bottles, the Heinz logo, or the famous “57”. The drawings all had one thing in common: Heinz.
We then launched a global campaign featuring the drawings. We juxtaposed the simple drawings by featuring them in high-impact out-of-home and newspaper print.
We then launched a global campaign featuring the drawings. We juxtaposed the simple drawings by featuring them in high-impact out-of-home and newspaper print.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Rethink
PR / Marketing Agency
The Colony Project
Client / Brand
Kraft Heinz
Music / Sound Production Company
Vapor Music
Media Agency
Carat
Starcom
Art Director
Zachary Bautista
Copywriter
Geoff Baillie
Chief Creative Officer
Aaron Starkman
Creative Director
Zachary Bautista
Joel Holtby
Designer
Jaclyn McConnell
Director of Photography
AA Scott McClellan
Editor
Stephen Parker
Executive Creative Director
Mike Dubrick
Strategist
Sean McDonald
Julian Morgan
Account Director
Kai De Bruyn Kops
Associate Creative Director
Geoff Baillie
Account Manager
Allie Kennedy
Agency In-House Production
R+D Productions
Associate Director, Brand Building & Innovation – Taste Elevation
Daniel Gotlib
Audio engineer
Art Mullin
Broadcast Producer
Alex Butt
Colourist/Online
Emmett Maloney
Community Management
Salt
Group Account Director
Amy Greenspoon
Head of Brand Build Communications & Innovation
Nina Patel
Print producer
Narine Artinian
Production coordinator
Spencer Houghton
Senior Associate Brand Manager
Keeyan Arvandi
Senior Brand Manager Brand Building & Innovation
Chanel Simpson
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