To promote the One Show Awards, we were asked to develop a campaign that targeted our toughest critics – ad creatives. And more importantly, young ad creatives.

Because today’s young creatives don't fully grasp the prestige of winning a One Show pencil. To them, cultural currency is achieved when your work is featured in Buzzfeed or Fast Company. Not in an awards show that only spoke to industry people.

To help create a connection between young creative talent and the One Show, we needed to remind them how important it is for their careers to win a One Show pencil.

The result was the campaign, “Win Pencil. Draw Respect.”

Through the posters, we connected images of One Show pencils to certain levels of respect. The better the pencil, the more respect you received. And no pencil, meant no industry respect.