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 videos, we connected the concept of winning a One Show gold pencil to a certain level of respect. If you’ve won a One Show pencil, suddenly you’re met with an elevated level of respect by your bosses and peers.

In this film, a junior art director asks IT if she can get a bigger monitor for her desk.

In the initial scenario, she doesn’t appear to have won a One Show pencil. And when asked, the IT guy doesn’t give her request any consideration. He ignores her.

The scenario is then replayed after she’s won a One Show pencil (it’s on her desk), and when she asks the IT guy for the new monitor, he feels compelled to rip a monitor off a more senior person’s desk because the One Show winner deserves it more.

That’s the level of respect the One Show pencil brings.