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
Commerce
Annual ID
OS25_CU039M
Background
In 2018, Darty’s CEO, Enrique Martinez, made a decisive move to place sustainability at the forefront of the company's strategy, not merely as a token gesture. This strategy aims to combat overconsumption, obsolescence, and resource depletion by providing people with solutions to extend the lifespan of their products at every stage of their lifecycle, even if it means selling fewer items. This commitment led Darty to overhaul its business model, prioritizing value creation beyond mere sales growth. However, having the vision and tools is futile if people do not embrace it. Ultimately, the power to effect change lies with all of us, as consumers. Hence, the objective was nothing short of engaging them in Darty’s journey.
Creative Idea
Let’s face it, it's a simple idea that seems quite obvious once you recognize the problem. However, it has never been done before. It’s about changing the rules of reviews to ensure that we let time take its course, by encouraging people to share their feedback after using the product for more than a year. Simple, but powerful to change habits without changing habits. Simple, but powerful to reframe the way we assign value to things. Simple, but powerful to help people make choices through the lens of the long-term. Simple, but powerful to instill this new mindset at the core of the commerce machine.
Insights & Strategy
We pondered over how we could assist people in making decisions with a long-term perspective, extending beyond mere advertising invitations. Delving into understanding how purchasing decisions are made, we discovered that consumer reviews wield significant influence, with 87% of consumers citing them as the primary source of decision-making influence (source: Harris Interactive 2023). However, a notable bias exists, as 77% of people write their reviews within a week of receiving or using the product (source: PowerReviews 2021), thus anchoring reviews in the short-term. This implies a likelihood of being influenced by potentially misleading reviews, particularly in categories where true value requires time to manifest, such as home appliances. This not only incurs costs for individuals but also for the planet. For us, the opportunity was ripe.
Execution
First, we needed to align the brand strategy with the company's strategy to ensure clarity and resonance with our audience. Thus, we revamped the brand platform and coined a new tagline, "Let’s make it last," launching an advertising campaign to promote this ethos while enhancing awareness of Darty’s solutions. However, beyond merely communicating Darty's business model shift, we recognized the need to spearhead a cultural shift. It entailed combating a deeply ingrained mindset prevalent for decades: prioritizing the short-term over the long-term. This is ingrained in our psychology, where the immediate present often holds greater sway than future possibilities. From advertising to customer experience, we needed to take action to break free from the grip of short-term thinking, reshaping how people perceive value and ultimately influencing their decision-making processes.
Results
First, the launching advertising campaign on the “Let’s make it last” has delivered strong results (source: CSA institute, 2023): • A trustworthy brand: +23 points • A leading brand: +17 points • A brand that offers products with good value for money: +19 points • A brand I feel connected to: +23 points • Desire to learn more about the brand: +18 points • Desire to recommend the brand: +26 points • Desire to purchase products offered by Darty: +21 points Then, when it comes to the long-lasting reviews, the ambition was to not only push the initiative to our consumers (to date, 3,845,663 consumers have been reached, covering 18,225 products to be reviewed), but also to anchor it at an industry level. We began onboarding leading manufacturers who were highly interested in obtaining more data based on real-world usage.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Conseil / Paris
Chief Creative Officer
Marco Venturelli
Creative Director
Bénédicte Pelletan
Creative Team
Filip Gonzacenco
Justine Dupont
Account Manager
Anne-Sophie Largouet
Arnaud Lefort
Client Lead
Claire Viala
Creative Lead
Aurélie Breton
President/CEO Leo CCO Publicis France CEO/CCO Publicis Conseil
Marco Venturelli
Strategic Planning
Theo Tiret
Vice President
Nicolas Zunz
Alexandra Evan
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