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.
Learn more about The One Show 2026
Category
Brand Partnerships
Annual ID
OS24_DE045B
About the Work
The task
To get a young, international target group with a focus on the Asian market/Japan interested in the Black Forest region as a travel destination, away from traditional tourism campaigns.
Idea
Together with Puma, three strictly limited special models were designed that not only communicate the typical shapes and colours, but also the craftsmanship and tradition of the Black Forest.
Solution
A microsite and social media were used to explain what the designs are all about and content about the Black Forest region was used to whet the appetite for discovering it. The collaboration was launched with an exclusive pop-up store and launch event in Tokyo.
Success
Thanks to the global coverage of the collaboration and the releases, the trainers sold out worldwide within 48 hours. Over 735 million media contacts worldwide led to an increase of 48% in booking enquiries from the young target group in Japan and 12% in booking enquiries from the young target group worldwide.
To get a young, international target group with a focus on the Asian market/Japan interested in the Black Forest region as a travel destination, away from traditional tourism campaigns.
Idea
Together with Puma, three strictly limited special models were designed that not only communicate the typical shapes and colours, but also the craftsmanship and tradition of the Black Forest.
Solution
A microsite and social media were used to explain what the designs are all about and content about the Black Forest region was used to whet the appetite for discovering it. The collaboration was launched with an exclusive pop-up store and launch event in Tokyo.
Success
Thanks to the global coverage of the collaboration and the releases, the trainers sold out worldwide within 48 hours. Over 735 million media contacts worldwide led to an increase of 48% in booking enquiries from the young target group in Japan and 12% in booking enquiries from the young target group worldwide.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
SAINT ELMO'S GERMANY / Munich
Chief Creative Officer
Matthias Harbeck
Director
Marc Schölermann
Executive Producer
Burak Heplevent
Global Chief Creative Officer
Alexander Schill
Art Director Motion
Leon Kobus
Concept & Creative Director
Alex Imiela
Business Strategy
Sport 2000
Concept & Creative Execution
Sneaker.de
Creative Managing Partner
Christian Sommer
Film Production Company
+ep Films / Hamburg
FRTWTY / Nuremberg
Film Production Company Tokyo
Sabukari / Tokyo
Hair & Makeup
Fee
Head of Division Lifestyle
Marc Schreiner
Head of Product Line Management Sportstyle Footwear
Christina Wirth
Manager Brand Marketing Lifestyle & Select
Yannic Akinyosoye
Managing Partner
Arwed Berendts
Claudia Raith
Marketing & Communication
Michael Kuhls
Photo Assist
Kotaro Myt
Photographer Japan
Adi Pvetra
Photography Creative Concept Japan
Mr. Bianco
Sneaker Development & Production
Puma Group Herzogenaurach / Herzogenaurach
Stylist Japan
Nao Now
Teamhead Merchandising Lifestyle CE
David Kandra
Teamhead Sales Sportstyle DACH
Andreas Joost
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