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
Active Engagement / Call to Action
Annual ID
OS23_SM085M
About the Work
This is the story of the luxury diaper that killed the luxury diaper tax.
Nonprofit Baby2Baby came to us with a problem. In several states, diapers were being taxed as a luxury item, despite being an essential good. So to challenge this absurd luxury tax, we created something even more absurd. A luxury diaper.
We launched with Gwyneth Paltrow’s wellness brand Goop, using their reputation of releasing controversial luxury products as a lightning rod. And people freaked out. Seven hours later, Gwyneth herself revealed it was fake. Because if treating diapers like a luxury makes you mad, so should taxing diapers like a luxury.
With $0 media spend, the state tax law no one knew about became a trending topic and earned over 150 million impressions, breaking through the abortion ban newscycle of May 2023. But most importantly, following our campaign 4 states dropped their diaper tax, proving that the best way to take on a shitty law is to raise a stink.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Mother / Los Angeles
Media Distribution Company
Goop / Los Angeles
Art Director
Katie Brents
Copywriter
Maddie Rosenberg
Chief Creative Officer
Joe Staples
Creative Director
Jed Cohen
Executive Creative Director
Simon Bruyn
Producer
Ari Stewart
Strategist
Mauricio Barreda
Group Mother
Meghan Ciffone
Head Of Production
Erin Goodsell
Head of strategy
Amaris Singer
Managing director
Romain Naegelen
Publicist
David Dellamura
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