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.
Save Someone
Agency adam&eveDDB New York + Gift of Life / New York + Unsaid Studio / New York City + Chromista / New York City
Category
Visual Craft / Art Direction
Annual ID
OS24_IC020M
About the Work
IDEA
At its core, donating bone marrow is all about giving a piece of yourself to someone in need. In fact, after a transplant, both the recipient and the donor end up sharing some of the same DNA. The recipient literally becomes an extension of the donor. So, we looked for ways to visually connect them. We created an elegant design solution that connected donors & recipients visually, using only typography. Each ad showed two names—donor and recipient—connected by a shared letter in the middle. In essence, donating a letter from someone’s name became a metaphor for donating a piece of themselves. We worked with Gift of Life to track down and pair together donors and recipients who shared the same first letter of their name. We then documented their stories as a way of inspiring more people to join the donor registry and hopefully save more lives.
EXECUTION
The typography used in this design demonstrated the perfect match between donors and recipients who share the same DNA. Using a shared letter from their names, the perfect connection is highlighted. To humanize these very real stories, we used the date of the recipient’s transplant as a URL. Each ad drove to a mobile site that featured beautiful stories told by each recipient and donor. Two sides of the life-saving story. We wanted the typography and the idea of connection to be hero. So, we stripped away everything else. The ads are unadorned and enigmatic so that viewers can connect the dots. We applied the same thinking to films, shooting them in black & white so the emotions and stories could shine. The entire campaign was intended as a celebration of donors and recipients, and the shared hope that comes from helping save a life.
At its core, donating bone marrow is all about giving a piece of yourself to someone in need. In fact, after a transplant, both the recipient and the donor end up sharing some of the same DNA. The recipient literally becomes an extension of the donor. So, we looked for ways to visually connect them. We created an elegant design solution that connected donors & recipients visually, using only typography. Each ad showed two names—donor and recipient—connected by a shared letter in the middle. In essence, donating a letter from someone’s name became a metaphor for donating a piece of themselves. We worked with Gift of Life to track down and pair together donors and recipients who shared the same first letter of their name. We then documented their stories as a way of inspiring more people to join the donor registry and hopefully save more lives.
EXECUTION
The typography used in this design demonstrated the perfect match between donors and recipients who share the same DNA. Using a shared letter from their names, the perfect connection is highlighted. To humanize these very real stories, we used the date of the recipient’s transplant as a URL. Each ad drove to a mobile site that featured beautiful stories told by each recipient and donor. Two sides of the life-saving story. We wanted the typography and the idea of connection to be hero. So, we stripped away everything else. The ads are unadorned and enigmatic so that viewers can connect the dots. We applied the same thinking to films, shooting them in black & white so the emotions and stories could shine. The entire campaign was intended as a celebration of donors and recipients, and the shared hope that comes from helping save a life.
2024 Awards
Total Points: 3
Merit
Credits
Agency
adam&eveDDB New York
Client / Brand
Gift of Life / New York
Production Company
Chromista / New York City
Music / Sound Production Company
Quiet City / New York City
Post Production Company
Unsaid Studio / New York City
Chief Creative Officer
Mat Bisher
Group Creative Director
Mussashi Shintaku
Vinicius Fernandes
Director
Austin M. Kearns
Emiliano Granado
Executive Creative Director
Jason Ashlock
Paulo Junger
Global Chief Creative Officer
Ari Weiss
Photographer
Emiliano Granado
Producer
Maya McGauley
Chief Strategy & Operations Officer
Marti Freund
Executive Producer, Consulate
Alan Lopez
Integrated Senior Producer
Deirdre O'Sullivan
Partner, Executive Producer
Adina Birnbaum
Creative Producer
Larissa Cortes
Developer
Thales Brito
Director of Business Affairs
Susan Watts
Editor, Consulate
Hollie Singer
Executive Digital Producer
Omkar Palekar
Executive Director
Alan Perlman
Head of Production
Teri Altman
Line Producer
Rodney Byerson
Marketing Director
Vanessa Gallegos
President
Darla Price
Producer, Consulate
Lindsay Bane
Project Manager
Georgina Macdonald
Amy Glanzman
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