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.
Pee Break
Agency Chariot Agency / Kuala Lumpur + Restless Productions / KUALA LUMPUR + Pitch Audio+Magic / Kuala Lumpur
Category
Low Budget
Annual ID
OS26_FI088M
Background
Kakicamo is a specialist brand trusted by military users for high-quality camouflage. But that credibility lived inside a niche. The brief was simple: build awareness circles and put Kakicamo on the radar of people who would genuinely want performance camo: military and police personnel, airsoft and paintball players, historical reenactors, wildlife shooters, and cosplayers.
The challenge wasn’t mass reach; it was finding and exciting the right communities that self-organise around titles, forums, and meet-ups rather than broad demographics. We needed a single, unmistakable demonstration that would travel by word-of-mouth inside those groups and signal: this brand understands our fieldcraft.
Cinema was chosen for interest targeting (action/war/adventure titles), and because a dark room, big screen and directional sound make viewers lean in: ideal conditions for selling an illusion of near-invisibility in just 15 seconds.
The challenge wasn’t mass reach; it was finding and exciting the right communities that self-organise around titles, forums, and meet-ups rather than broad demographics. We needed a single, unmistakable demonstration that would travel by word-of-mouth inside those groups and signal: this brand understands our fieldcraft.
Cinema was chosen for interest targeting (action/war/adventure titles), and because a dark room, big screen and directional sound make viewers lean in: ideal conditions for selling an illusion of near-invisibility in just 15 seconds.
Creative Idea
The idea was to make invisibility visible, by revealing the wearer only at the most human slip.
The film holds on a tranquil woodland plate. Nothing happens, save for a few subtle cues of twigs breaking and micro-creaks until the final beat when a discreet stream of piss hits the forest floor, giving away a perfectly concealed wearer.
It’s a single, unforgettable proof that insiders instantly recognise and share; the humour is cheeky but PG-tactful, and the product benefit is crystal clear.
The film holds on a tranquil woodland plate. Nothing happens, save for a few subtle cues of twigs breaking and micro-creaks until the final beat when a discreet stream of piss hits the forest floor, giving away a perfectly concealed wearer.
It’s a single, unforgettable proof that insiders instantly recognise and share; the humour is cheeky but PG-tactful, and the product benefit is crystal clear.
Insights & Strategy
When you’re camouflaged, the biggest giveaway is movement or doing something human like taking a piss. That line became the creative spine.
We then set out to own movement as the enemy. If you’re still, you’re gone; if you move, you’re detected. And if it's coming out of your body, you've just given away your entire position.
The humour was crafted to the community using movements that would occur naturally while they're taking a break. In this case, a toilet break. We demonstrated an understanding of the community and its pain point, never mocking it.
Cinema was chose as the medium due to the subtle nature of the ad that required full attention. Directional audio helps to place an invisible character. We also placed the ad using interest targeting via title clusters and sessions frequented by enthusiasts.
We then set out to own movement as the enemy. If you’re still, you’re gone; if you move, you’re detected. And if it's coming out of your body, you've just given away your entire position.
The humour was crafted to the community using movements that would occur naturally while they're taking a break. In this case, a toilet break. We demonstrated an understanding of the community and its pain point, never mocking it.
Cinema was chose as the medium due to the subtle nature of the ad that required full attention. Directional audio helps to place an invisible character. We also placed the ad using interest targeting via title clusters and sessions frequented by enthusiasts.
Execution
A single take that zooms in ever so slightly, set in the woods. We hear movement and see tree branches flailing around, but no perpetrator in sight. Then, the sound of a belt jangling and a zipper being pulled down gives way to a steady stream of what appears to be someone invisible peeing on a tree. We did this using a clean plate comp to remove the actual body during shoot.
Sound played a big part in setting the tone and mood. Ambient forest sounds gave way to pinpoint Foley. The craft was in the restraint exercised to give just enough that the room was able to fill in the blanks (literally).
The brand itself served as the full reveal when it came on. Upon realising they were watching an ad for camouflage gear, the audience naturally put two-and-two together.
Sound played a big part in setting the tone and mood. Ambient forest sounds gave way to pinpoint Foley. The craft was in the restraint exercised to give just enough that the room was able to fill in the blanks (literally).
The brand itself served as the full reveal when it came on. Upon realising they were watching an ad for camouflage gear, the audience naturally put two-and-two together.
Results
The Kakicamo website experienced a 43% increase in visits and 17% increase in sales. Overall sales through digital and at their brick-and-mortar increased by 28% overall. They even got enquiries from an unexpected community: filmmakers. By the end of the year, they had closed a deal to supply the costumes for a war-based movie.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Chariot Agency / Kuala Lumpur
Production Company
Restless Productions / KUALA LUMPUR
Music / Sound Production Company
Pitch Audio+Magic / Kuala Lumpur
Art Director
Iqbal Othman
Yao Ding Ng
Copywriter
Christyna Fong
Director
Gavin Simpson
Executive Creative Director
Jarrod Reginald
Executive Producer
Terrance Chua
Account Manager
Florentyna Shamsul Kamar
General Manager
Gillian Yap
Managing Director
Adrian Cheah
Operations Director
Vanessa Pang
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