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
Billboards & Transit / Series
Annual ID
OS24_OH063M
About the Work
The project's intended purpose
Pot Noodle is a British icon. Eaten by a third of all Brits, it’s a staple of quick lunches and student late-night snacking. But what about the other two thirds? People dismiss Pot Noodle as a quick snack, rather than a satisfying, substantial meal. We needed to show the unenlightened that Pot Noodle is the superior way to fill their stomachs. Hot, tasty, and ridiculously satisfying noodles ready in just 4 minutes. What could be better. We needed to make Pot Noodle top of mind for Brits wanting to satisfy their hunger.
The importance of the placement of the work
Potholes are a hot topic in Britain. They regularly fill the front pages of British tabloids, with headlines comparing the worst roads and regions in the country and deriding local councils. Potholes are the #1 gripe of British drivers (as revealed by a national survey). In fact they are so hated that there is even a national day of protest on National Pothole Day. The pothole executions in the campaign ran in the towns with the most reported pot holes in the UK.
Cultural background needed to understand the work
“Fills a hole” is English slang for “satisfies hunger”.
Pot Noodle is perceived by many in the UK as a shameful and dirty snack – in part due to advertising in the early 2000s that positioned Pot Noodle as ‘the slag of all snacks’
Pot Noodle is a British icon. Eaten by a third of all Brits, it’s a staple of quick lunches and student late-night snacking. But what about the other two thirds? People dismiss Pot Noodle as a quick snack, rather than a satisfying, substantial meal. We needed to show the unenlightened that Pot Noodle is the superior way to fill their stomachs. Hot, tasty, and ridiculously satisfying noodles ready in just 4 minutes. What could be better. We needed to make Pot Noodle top of mind for Brits wanting to satisfy their hunger.
The importance of the placement of the work
Potholes are a hot topic in Britain. They regularly fill the front pages of British tabloids, with headlines comparing the worst roads and regions in the country and deriding local councils. Potholes are the #1 gripe of British drivers (as revealed by a national survey). In fact they are so hated that there is even a national day of protest on National Pothole Day. The pothole executions in the campaign ran in the towns with the most reported pot holes in the UK.
Cultural background needed to understand the work
“Fills a hole” is English slang for “satisfies hunger”.
Pot Noodle is perceived by many in the UK as a shameful and dirty snack – in part due to advertising in the early 2000s that positioned Pot Noodle as ‘the slag of all snacks’
2024 Awards
Total Points: 3
Merit
Credits
Agency
adam&eveDDB / London
Media Agency
KINETIC / London
Mindshare UK / London
Production Company
Academy Films / London
Music / Sound Production Company
Factory / London
Siren / London
Associate Creative Director
John Wilkonson
Chief Creative Officer
Richard Brim
Composer
Jon Clarke
Creative Director
Mark Shanley
Richard McGrann
Photographer
Frederick Paxton
Producer
Aidan Brooks
Sian Rogers
Agency Producer
Sophie Fletcher
Audio Creative Director
Dan Beckwith
Head of Design
Paul Knowles
Motion Producer
Rebecka Hunnybun
Senior Producer
Charlotte Griffin
1st Assistant / Digi Op
Simon Wellington
2D
Chris Aldred
Account Director
Hugo Evans
Max Sullivan
Paige Hartley
Account Executive
Megan Wieland
Account Manager
Nathan Hope
Animation, Illustration, CGI & 3D
1920VFX / London
Assistant Producer
Jake Parker
Associate Director
Jess O'Donoghue
Audio Producer
Ethan Day
Business Director
Tess Domenet
Campaign Director
Grace Jackson
CEO
Tammy Einav
Colourist
Kai Van Beers
Content Director
Dan Boulton
Creative Artworker
Sam Harris
EP / Head of Photography
Charlotte Long
Graphic / Print Producer
Tony Hutton
Head of CGI (Retouch)
Charlie Townsend
Intergrated Agency Producer
Amy Simmons
Joint Head of Integrated Production
Sally Pritchett
Junior Planner
Lucy Wilson
Managing Partner
Tom White
Production Assistant
Chris Christoforou
Dara Phillips
Production Manager
Daragh McCann
Project director
Rasha Noronha
Runner
Luca Visockaite
Tai Carter
Senior Account Excecutive
Ella Bull
Senior Creative Artworker / Studio Manager
Dave Callow
Senior Interactive Designer
Adrian Baker
Social Creative
Judith Tulkens
Social Film Shooting Editor & Director
Honor Northridge
SOCIAL PLANNER
Liora Ingram
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