When it comes to advertising awards, most “call for entries” campaigns focus on how winning an industry honor can make you feel. But cheeky new spots from Toronto agency Zulu Alpha Kilo instead focus on another important aspect: how an industry honor can make others feel about you.
Encouraging entries into The One Show Awards, the spots show the same scenarios across two parallel universes—one in which the protagonists haven’t won a Gold Pencil and on in which they have.
The characters, their coworkers and their agencies don’t change, but the respect level sure does once that hardware hits the table.
Directed by Jono Hunter of production house OPC, the humorous spots—with the tagline “Win Pencil, Draw Respect”—are based on believable situations that many in the agency world will recognize.
“We wanted to tap into real industry insights that creatives have experienced.” says Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo. “Whether it’s being in a jury room, resigning from a job, or simply asking for a bigger monitor, once you’ve won a One Show pencil there’s an increased level of respect that comes with it that would impact how those scenarios play out.”
Two more ads from the campaign will roll out in the coming months, according to the awards show.
One Club for Creativity CEO Kevin Swanepoel says career development and boosted visibility within the industry are key aspects of what reputable awards like The One Show have to offer.
“Winning a One Show Pencil has propelled the careers of many creatives around the world,” Swanepoel says. “The club’s mission is to support and celebrate the success of the global creative community, and we accomplish that by elevating the best work on a global stage.”
Client: The One Club for Creativity, New York
Agency: Zulu Alpha Kilo, Toronto
Creative Director: Zak Mroueh
Writers: Christina Roche, Gary Watson, Patrick Godin, George Ault, David Horovitch
Art Directors: Andrea Por, Michael Romaniuk, Natalie Theron
Agency Producer: Revital Grunberg
Account Team: Terri Mattucci, Matt Sinuita, Kelly Flynn
Production House: OPC
Director: Jono Hunter
Executive Producers: Harland Weiss, Donovan M. Boden, Isil Gilderdale
Line Producer: Max Brook
Director of Photography: James Klopko
Casting Director: Shasta Lutz, Jigsaw Casting
Postproduction: Alter Ego
Compositor/Online/Senior VFX Artist: David Whiteson
Colorist/Transfer: Eric Whipp
Post Producers: Julie Neff, Hilda Pereira
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Adam Damelin
Producer: Nicola Treadgold
Engineer: Nathan Handy
Video Post Facility/Editing Company: Zulubot
Editors: Brian Noon, Marissa Bergougnou