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JWT creates "Be Famous Famous" campaign for One Show 2018 call for entries

The One Club for Creativity has opened the call for entries for the 2018 One Show awards, and kicked off yesterday, Wednesday, 15 November 2017, with the humorous "Be Famous Famous" campaign developed by J. Walter Thompson New York.
Image supplied.

The One Show entries can be submitted here, with third-quarter deadline on Thursday, 30 November 2017 and final deadline on Wednesday, 31 January 2018. Juries will be announced shortly.

The integrated “Be Famous Famous” campaign from JWT, which includes print, video and interactive, makes a comical statement about how winning a coveted One Show Pencil is the only way to be not just industry famous, but “famous famous.”

The “Fanatics” launch offers a humorous look at what it’s like to reach a new height of fame by featuring “man on the street” interviews with people who are rabid fans of One Show winners and fawn over their advertising heroes as if they were Beyoncé or Prince Harry.

A hyperbolic look at what it means to win

“JWT’s campaign is a tongue-in-cheek take on fame and how The One Show can make it possible,” said Kevin Swanepoel, CEO, The One Club for Creativity. “At the same time, entering work also helps the industry overall because The One Club is a global non-profit organisation that uses awards revenue to give back to the industry through nearly two dozen education, professional development, gender equality and inclusion and diversity programs for creatives around the world at all levels.”

“There’s a lot of tension in the world right now, so we wanted to create something that makes people smile,” said Aaron Padin, head of art and design, J. Walter Thompson New York. “We took a hyperbolic look at what it means to win at the One Show to poke a little fun at ourselves.”

One Show Awards juries focus on creativity of ideas and quality of execution. Judging will take place in March 2018, with finalists revealed in April and winners announced and celebrated at The One Show galas on 9 and 11 May 2018 as part of Creative Week in New York.


Client: The One Show for Creativity, for The One Show 2018
Client team: Kevin Swanepoel, Yash Egami, Gabriela Mirensky
Agency: J. Walter Thompson New York
Executive creative director: Aaron Padin
Creative directors: Jess Toye, Daniel Del Toro
Senior designer: Emely Perez
Junior designers: Dajun Yoo, Michelle Unger
Art directors: Taejun Park, Tadhg Ennis
Copywriters: Christopher Phillips, Greg Bruce
Chief creative officer, New York: Brent Choi
Head of production: Anthony Nelson
Producer: Jourdan Valdes
Senior business manager: Emily Nargi
Director of music: Paul Greco
Director: Tom Mishra
Editorial: Bandit
Executive producer: Laura Relovsky
Editor: John Piccolo
Assistant editor: Steve Ortega
Senior post producer: Valerie Lorio
Audio post: Mr. Bronx
Audio mixer: Geoff Strausser
Animation: Sibling Rivalry Studio creative director/founder: Joe Wright
Executive producer/founder: Maggie Meade
Post producer: Jojo Mu
Animators: Matt Caldamone, Kasey Regan
Director: Joe Wright
Executive producer: Maggie Meade
Head of production: Joanna Fillie
Senior producer: JoJo Mu
Music house: KBV Records

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