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
Innovation / New Ideas in Out of Home
Annual ID
OS24_OH013G
About the Work
The Problem:
The egg industry is one of the most misleading food industries in the world. On the supermarket shelf you’ll see Free Range, Open Range, Cage Free, Nest Laid, Barn Laid, and Free Run eggs - the list goes on. Despite all these wholesome sounding names, a ‘Free Range’ egg farm can have up to 10,000 chickens per hectare.
At Honest Eggs Co. we only have 30 chickens per hectare. Our method of regenerative farming is less wasteful, reduces stress on the land, and is a lot better for the chickens. But we needed a campaign to shake up public perception of the egg industry and show how free and healthy our chickens are.
Our key objective was to bring honesty to the egg industry. We set out to accomplish this by building conversation about our point of difference, increasing our customer base and increasing stockists of our product.
The Solution:
For the first time ever, we innovated the humble egg into a revolutionary piece of outdoor media. Now when anyone opens up a carton of Honest Eggs Co. eggs, they can see how free and healthy our chickens are.
To do this we designed ‘FitChix’ - the world’s first step counter custom made for a chicken. Each week the device is put on a small number of chickens to track their daily step count as they roam freely around the farm. For regulatory traceability, every egg on Australian shelves has a printed farm code. So, to deliver our message we switched this code with the step counts of the chickens.
By using our own product as media, we gave our customers the information they need at the point-of-purchase to make a more ethical choice. The greatest impact has been taking market share away from less ethical farms, which ultimately changes the industry for the better.
This campaign has already seen 493% increase in online conversation. As well as +222% new stockist applications, +25% sales revenue in the first 3 weeks and a 40% increase in purchase orders.
The egg industry is one of the most misleading food industries in the world. On the supermarket shelf you’ll see Free Range, Open Range, Cage Free, Nest Laid, Barn Laid, and Free Run eggs - the list goes on. Despite all these wholesome sounding names, a ‘Free Range’ egg farm can have up to 10,000 chickens per hectare.
At Honest Eggs Co. we only have 30 chickens per hectare. Our method of regenerative farming is less wasteful, reduces stress on the land, and is a lot better for the chickens. But we needed a campaign to shake up public perception of the egg industry and show how free and healthy our chickens are.
Our key objective was to bring honesty to the egg industry. We set out to accomplish this by building conversation about our point of difference, increasing our customer base and increasing stockists of our product.
The Solution:
For the first time ever, we innovated the humble egg into a revolutionary piece of outdoor media. Now when anyone opens up a carton of Honest Eggs Co. eggs, they can see how free and healthy our chickens are.
To do this we designed ‘FitChix’ - the world’s first step counter custom made for a chicken. Each week the device is put on a small number of chickens to track their daily step count as they roam freely around the farm. For regulatory traceability, every egg on Australian shelves has a printed farm code. So, to deliver our message we switched this code with the step counts of the chickens.
By using our own product as media, we gave our customers the information they need at the point-of-purchase to make a more ethical choice. The greatest impact has been taking market share away from less ethical farms, which ultimately changes the industry for the better.
This campaign has already seen 493% increase in online conversation. As well as +222% new stockist applications, +25% sales revenue in the first 3 weeks and a 40% increase in purchase orders.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
VML Australia / Melbourne
Client / Brand
Honest Eggs Co.
Production Company
Airbag
Art Director
Amanda Chen
Chief Creative Officer
Paul Nagy
Copywriter
Isabel Evans
Creative Director
Kieran Moroney
Creative Technologist
Steven Nicholson
Designer
Brock Willis
Editor
Leigh Cooke
Ramon Watkins
Photographer
Ryan Creevey
Producer
Nick Venn
Fiona Norman
Group Executive Creative Director
Jake Barrow
Head of Design
Lewis Brown
Lead Editor
Alek Janev
3D Modeling
Henry Bullen
3D Printing & Production
Nick Pledge
Account Director
Georgina Dawson
Account Executive
Russell Philip
Co-Founder Honest Eggs Co.
Ian Garsed
Paul Righetti
Concept Artist
Xavier Irvine
Consumer Practise Director
Jessie Gogan
Creative
Lauren Regolini
Locki Choi
Director & Editor
Sara Glaoua
General Manager
Roger Boyd
Group business Director
Rhys Thomas
Head - Digital Investment
Deepak Tahiliani
Head of Production
Martin Box
Junior Producer
Maddison Fricker
Lead producer
Mel Herbert
Manager Events & Sales Execution
Jeanette Wong
Managing Director
Sarah Bailey
Managing Partner
Adrian Bosich
Marketing & Business Development Director
Charmaine Griffith
National Head of Investment
Claire Butterworth
Technologist
Daniel MacNish
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