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Category
Craft / Writing - Series
Annual ID
OS25_RA039M
Background
Halls exists to help people breathe better and has always encouraged people to take deep meaningful breathes. In the past the brand has aimed this breathing to help people attain success in epic situations like reaching the top of a mountain, riding a wave or the moment before your wedding or a job interview. But we took a new approach by helping people breathe through everyday moments.
The brief was to create ideas that helped people feel ready to take on the moment, but breathing should be a constant practice in our days, and it shouldn’t be reserved only for the big situations but can help us through everyday moments.
So, the campaign encourages people to breathe throughout the day even in those little moments that feel tense and complicated. Because when you just take a breath, you’ll realise, that more often than not, everything will be okay.
The brief was to create ideas that helped people feel ready to take on the moment, but breathing should be a constant practice in our days, and it shouldn’t be reserved only for the big situations but can help us through everyday moments.
So, the campaign encourages people to breathe throughout the day even in those little moments that feel tense and complicated. Because when you just take a breath, you’ll realise, that more often than not, everything will be okay.
Creative Idea
The idea was created specifically for a radio brief with the concept built around the audio storytelling that happens within the beats of a breath. The sharp inhale and tension in the voice that occurs with every setback, is immediately juxtaposed by the slow exhale and release in the voice as the solution to the problem arrives. This is the one medium that can fully bring to life the concept of breathing through a problem.
Insights & Strategy
Mindfulness has become a huge topic in the last few years, brands encourage people to meditate, take breaks and breathe to help release stress in difficult situations.
We took a fresh approach, you don’t need to isolate to breathe, mindful breathing should be a constant practice.
The insight is based on those roller-coaster everyday moments when people feel like there is no escape, with stories that are carefully crafted to be relatable and believable.
So, the more you hear the radios the more they invite you to breathe through them, using inhales and exhales that feel authentic, we gave people little chaotic meditations that are fun and make them aware of their breathing.
The objective of the campaign is to give a small taste of our products, when you eat Halls you became aware of your breathing, so we made spots that give you the same sensation.
We took a fresh approach, you don’t need to isolate to breathe, mindful breathing should be a constant practice.
The insight is based on those roller-coaster everyday moments when people feel like there is no escape, with stories that are carefully crafted to be relatable and believable.
So, the more you hear the radios the more they invite you to breathe through them, using inhales and exhales that feel authentic, we gave people little chaotic meditations that are fun and make them aware of their breathing.
The objective of the campaign is to give a small taste of our products, when you eat Halls you became aware of your breathing, so we made spots that give you the same sensation.
Execution
We opened up the casting across Europe and the UK, with a script and a rough pilot read, to search for males and females between the ages of twenty and sixty. From a shortlist we selected and recorded three artists, but they didn’t work.
So we cast again, widening the net to include USA, Canada and South Africa. We selected two artists to record but they were also not quite what we were looking for. Then we approached comedians we knew from previous collaborations and worked with them to get a read we liked. But when we presented all the options and discussed everything internally, everyone really loved the voice that did the pilots. We spent our casting budget to discover that we loved the pilot voice. Which was an untrained writer that made mistakes and had an imperfect voice, giving an imperfect performance, and a more everyday human performance.
So we cast again, widening the net to include USA, Canada and South Africa. We selected two artists to record but they were also not quite what we were looking for. Then we approached comedians we knew from previous collaborations and worked with them to get a read we liked. But when we presented all the options and discussed everything internally, everyone really loved the voice that did the pilots. We spent our casting budget to discover that we loved the pilot voice. Which was an untrained writer that made mistakes and had an imperfect voice, giving an imperfect performance, and a more everyday human performance.
Results
The radios are the starting point of a bigger brand platform, a new and fresh way of redefining breathing for Halls. Big markets like Brazil, Mexico, the UK and USA are already exploring the spots to give them a native context, to adapt them to local insights.
The concept is so powerful that the campaign is currently being adapted to film, static media, activation and promotions. What started as an audio campaign is becoming the new global campaign on all mediums for Halls.
2025 Awards
Total Points: 3
Merit
Credits
Agency
DAVID / Madrid
Client / Brand
Mondelez / Zurich
Agency In-House Production Company
Hogarth / Madrid
Music / Sound Production Company
Pickle Music / Madrid
Art Director
María Espada
Chief Creative Officer
Saulo Rocha
Copywriter
Hernan Irarrazaval
Creative Director
Pedro Sattin
Sébastien Rouvière
Editor
Jaime Murciego
Group Creative Director
David Krueger
Producer
Laura Escobar
Executive Producer
Olivia López
Music Composer
Alexis Estiz
Senior Producer
Diego Baltazar
Global Brand Manager
Deborah Carlessi
Global Chief Creative Officer & Partner
Pancho Cassis
Global Chief Operating Officer
Sylvia Panico
Global Group Account Director
Marina Leite
Alec Cocchiaro
Head of Accounts
Mariana D'Aprile
Lucila Mengide
Head of Art
Camilo Jiménez
Head of Post
Elena Nebreda
Head of Production
Alejandro Falduti
Managing Director
María García Herranz
Music director
Alexis Estiz
Post Coordinator
Martin Sandlien
Victor González
PR Director
Sandra Azedo
PR manager
Isabel Amaro
Senior Vice President Global Brands
Mie-Leng Wong
Sound engineer
Agustín Sebastian
Jacinto Gonzalez
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