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Memory Shots
Agency Happiness / an FCB alliance / Brussels + BLISS Interactive / Ho Chi Minh City + AMOK / Mechelen
Category
Craft / Use of Technology
Annual ID
OS25_HW073M
Background
George Eastman put the first Kodak camera into the hands of consumers in 1888. Ever since a ‘Kodak Moment’ became a popular expression. For over 100 years, Kodak was at the forefront of every major innovation in photography. Its wide range of cameras ensured billions of ‘Kodak moments’ were captured. Turning Kodak into one of the most beloved brands in the world. However, even though Kodak invented digital photography, they were too slow and too late. A mistake that led to other brands becoming market leaders. Kodak was suddenly seen as irrelevant, obsolete and even extinct. A brand of the past. Which is why Kodak asked us: how can we prove that Kodak and its rich history is still relevant today? How can we create a renewed emotional bond and how can we get Kodak back into the current cultural conversations?
Creative Idea
In collaboration with all Belgian Dementia associations, we developed a custom-built tool, combining 8 different AI-technologies. Making it a super easy experience for caregivers, family and friends to ‘describe’ a patient’s precious memory of which no photo exists, and capture it on a newly created photo, that looks as if it was taken by a Kodak camera from the year the event took place. Moreover, they can keep editing the photo (and even swap in real pictures) until the patients feels that it reflects their memory. Ready to be printed out on a mobile Kodak printer provided at the care centre. Making ‘Memory Shots’ a Kodak-heritage inspired innovation, proving to break new ground in ‘photo reminiscence therapy’.
Insights & Strategy
The essence of our strategy was to bridge the gap between ‘heritage’ and ‘modernity’. To create a renewed emotional bond with consumers by blending the rich history and cultural iconicity of the Kodak brand with the modernity of today’s innovations. Because brands with a strong sense of heritage mostly provide a stable foundation to innovate and evolve (*1). Especially amongst GenZ and Millenials, since they show a remarkably growing interest for brands with a rich history (*2). In other words, we needed an idea that would honor Kodak’s rich history while being a present-time innovation and social object. In short, an idea that honors the past while boldly stepping into the future.
(*1) Urde, Greyser & Baler (2007)
(*2) Baykal, B (2020)
(*1) Urde, Greyser & Baler (2007)
(*2) Baykal, B (2020)
Execution
First, we took exploratory medical advice from the two leading Belgian professors of the university of Leuven and Liège, specialized in dementia. They made clear to us that dementia is not only a disease of the memory, but also a disease of communication, leading to social isolation. We then did several in-depth workshops with researchers and caregivers from the various dementia associations in Belgium, to find how we should develop the tool in such a way that it would be focused on being a true enrichment of the existing ‘photo reminiscence therapy’, inciting patients to have longer and deeper conversations. Then, together with all associations, we went into testing the tool with dementia patients and their caregivers, and kept updating it (mostly focused on making it increasingly easier to use) until all parties were convinced of its added value. The huge advantage of developing the tool together with all Alzheimer’s associations is that it spread fast and is now open to use in over 70% of all dementia care centres. The tool was financed by Kodak and made available for free to all dementia care centres.
Results
First and foremost, ‘Memory Shots’ has proven to break new ground in dementia therapy. To quote Salmon, leading neurology professor at the University of Liege: “The usage of ‘Memory Shots’ results in much deeper, much longer and much more detailed conversation, making it a pivotal new tool for their treatment, significantly improving their quality of life.” Meanwhile the tool is being used in over 70% of Belgian Care centres. In the first 2 weeks only, over 65.000 memories were generated. The earned media impact was over €2.5million, reaching 9 out of 10 Belgians. It was also extensively covered in the medical press, including leading magazines like MM+M. Calling it “Groundbreaking” and “A big leap in Alzheimer’s care”. Putting Kodak back into the current cultural conversations. Making it an all but forgotten brand.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Happiness / an FCB alliance / Brussels
Digital Agency
BLISS Interactive / Ho Chi Minh City
Production Company
AMOK / Mechelen
Chief Creative Officer
Geoffrey Hantson
Creative Director
Frederik Clarysse
Editor
Simon Schuurman
Graphic Designer
Lore Snauwaert
Motion Designer
Andrey Brunkowski
Executive Producer
Filip Vangeffelen
Global Creative Partner
Danilo Boer
Head of Design
Dries Lauwers
Account Executive
Noa Perelsztejn
Business Director
Mattias Vermeire
CEO
Stefaan De Beuckelaer
Connectivity & Content Director
Marine Vandenplas
Creative
Mathias Lemielle
Thomas Cappelle
Digital Producer
Zeno Stevens
executive creative management
Karen Corrigan
Head of Motion
Remke Faber
Head of Production
Bart Vande Maele
Head of Technology
Thomas Colliers
Managing Director
Hans Smets
Marketing Assistant
Daniel Leibovitz
Sales & Marketing Director
Sigert Machtelinckx
Strategic Director
Frans Cuypers
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