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Category
Brand Partnerships
Annual ID
OS25_CU044M
Background
Life Pharmacy is New Zealand’s most-established pharmacy chain. And Uber Eats is the country’s leading meal delivery service. So when the two brands partnered together Life Pharmacy expected a notable increase in sales.
Problem was, in NZ, Uber Eats is known only for delivering food (it’s in the name, really). People just weren’t looking for pharmacy products in the same place they bought their dinners. So Life Pharmacy sales through the app were lower than expected.
Our brief was to not just tell the country that Life Pharmacy is also now on Uber Eats, but give people a compelling reason to begin ordering their pharmacy products through the app.
Problem was, in NZ, Uber Eats is known only for delivering food (it’s in the name, really). People just weren’t looking for pharmacy products in the same place they bought their dinners. So Life Pharmacy sales through the app were lower than expected.
Our brief was to not just tell the country that Life Pharmacy is also now on Uber Eats, but give people a compelling reason to begin ordering their pharmacy products through the app.
Creative Idea
Awkboards: highly indiscreet digital billboards that announce whenever an unfortunate Uber Eats driver has just picked up an embarrassing Life Pharmacy product.
600+ embarrassing Life Pharmacy products were identified and their Uber Eats sales data was linked to LUMO, NZ’s largest digital OOH network.
Then when one of those Life Pharmacy items was purchased, via Uber Eats, it triggered a data-fed billboard to appear, at the time, on the Uber driver’s delivery route.
The Awkboards were used to tell New Zealand about the partnership between Life Pharmacy and Uber Eats and the fact that delivery drivers are now picking up embarrassing products, so consumers don’t have to.
600+ embarrassing Life Pharmacy products were identified and their Uber Eats sales data was linked to LUMO, NZ’s largest digital OOH network.
Then when one of those Life Pharmacy items was purchased, via Uber Eats, it triggered a data-fed billboard to appear, at the time, on the Uber driver’s delivery route.
The Awkboards were used to tell New Zealand about the partnership between Life Pharmacy and Uber Eats and the fact that delivery drivers are now picking up embarrassing products, so consumers don’t have to.
Insights & Strategy
Our strategy was about bringing an undeniable (but often inconvenient) truth about the category to the fore. And the honest truth is…
From fungal creams to fruity-flavoured lubricants – buying certain products at the pharmacy is awkward.
And then following up with the kicker…
But now that Life Pharmacy is on Uber Eats, the hassle and embarrassment of collecting those products isn’t your problem anymore… it’s the delivery driver’s problem.
From fungal creams to fruity-flavoured lubricants – buying certain products at the pharmacy is awkward.
And then following up with the kicker…
But now that Life Pharmacy is on Uber Eats, the hassle and embarrassment of collecting those products isn’t your problem anymore… it’s the delivery driver’s problem.
Execution
The Uber sales platform is surprisingly basic which meant we had to build and integrate a way to access, extract and translate the raw sales data into ways we could tell our story.
Mapping the regionality into a format that we cold plot against the OOH physical logistics was also a process we had to build into the production process. Our art direction and design needed to be bold, brash, and ‘embarrassing’ but also work across many different digital OOH formats.
Using general terms for ‘awkward’ products was key as we needed terms that would immediately resonate with the public, while not offending. One advantage was that by using this approach rather than specific products meant we avoided the legally necessary heavyweight T&Cs that accompany specific pharma products. This allowed the creative to be much stronger and cleaner and avoided lengthy TAPS approvals.
Mapping the regionality into a format that we cold plot against the OOH physical logistics was also a process we had to build into the production process. Our art direction and design needed to be bold, brash, and ‘embarrassing’ but also work across many different digital OOH formats.
Using general terms for ‘awkward’ products was key as we needed terms that would immediately resonate with the public, while not offending. One advantage was that by using this approach rather than specific products meant we avoided the legally necessary heavyweight T&Cs that accompany specific pharma products. This allowed the creative to be much stronger and cleaner and avoided lengthy TAPS approvals.
Results
+82% Sales of ‘awkward items’ via Uber Eats
+28.5% Total sales via Uber Eats
+26% Total new customers
*Based on sales and product data for campaign period, compared to period prior.
+28.5% Total sales via Uber Eats
+26% Total new customers
*Based on sales and product data for campaign period, compared to period prior.
2025 Awards
Total Points: 3
Merit
Credits
Agency
FCB New Zealand
Chief Creative Officer
Leisa Wall
Peter Vegas
Creative Director
Alan Jones
Angelo An
Designer
Josh O'Neill
Rob Flynn
Motion Designer
Sam Knight
Junior Art Director
Letitia Mackenzie
Junior Copywriter
Hannah Watts
Senior Producer
Elizabeth Roebeck
Account Director
Jasmine Lawrence
Creative Content Director
Michael Braid
Creative Services Director
Anna Von Trott
Head of Content
Amanda Langkilde
Head of Digital
James McMullan
Mac Operator
Maria Bush
re-toucher
Duncan Jones
Senior Digital Developer
Andrew Johnston
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