One of the most prestigious award competitions in advertising and design, creative teams vie for the chance to win a One Show Gold Pencil, the esteemed award given for creative excellence. This year, The One Club approached VSA Partners to create a series of new call for entries for The One Show including web, print and email advertisements.
“We’ve had a great relationship with VSA for several years—everything from helping inspire our creative work to serving as One Show judges,” says Gabriela Mirensky, Director, Awards and Design at The One Club. “Holding true to their stellar design reputation, VSA created something memorable and impactful to draw awareness and submissions this year.”
This year’s creative work is rooted in the fact that it’s not easy to produce Pencil-worthy work. Thousands upon thousands of entries are received, and being named winner requires originality, imagination and problem solving. Bringing this sentiment to life, all advertisements feature iterations of Gold Pencils with taglines showcasing the anatomy of winning work. Lines such as “Great ideas take patience” and “Great ideas are irresistible” are accompanied by rubber band balls and enticing chocolate in the form of Golden Pencils.
Also unique this year is the format of the direct mail pieces. VSA created a “larger than life” fold out format that slowly reveal these “Great Idea” sentiments.
“Pushing the envelope to define what it means to be a One Show winner was a great exercise for our team,” says Chrystine Witherspoon, Creative Director at VSA Partners. “We not only wanted to create great work on behalf of the One Show as a client, but also wanted to create work we felt was worthy of the show itself.”
Click here to view VSA’s new creative work online and to learn more about The One Show competition.