Creativity didn’t just survive 2020, it thrived!

For the One Show 2021 Call for Entries campaign, we created a love letter to creatives everywhere–celebrating their brilliance and resilience.

The One Show’s mission each year is to celebrate the power of great work done by talented creatives. The obstacles in 2020 were overwhelming and it would have been easy for creatives to recoil. It was our challenge to remind creatives that these prestigious awards can not only propel their career forward but also support the global creative community.

Inspired by psychedelic references born out of this surreal time, ‘Screenland’ consists of a series of vignettes mirroring our journeys through a tough year and our conflicted relationship with the screen. We highlight how artists double-downed on creativity as their source of strength, ultimately, transforming screens from prisons to portals.

Campaign design & process

Inspired by The Beatles’ seminal film Yellow Submarine, ‘Screenland’ is a psychedelic homage to the absurd year that was 2020. Sucked into this unusual world, like Alice falling into Wonderland, our character unexpectedly discovers a land where legs become tree trunks, arms become ski mountains, and dogs teleport from one scene to another––a nod to our new normal.

Seizing the opportunity to experiment with color, illustration, and sound, the animations guide the viewer through the journey. The constrained color palette plays with the interactions and relationships between the character, objects, and backgrounds, creating vibrations and tensions within the scenes. In ‘Screensaver’, we explore the Drolste effect, where vignettes have a recursive relationship — folding into each other ad infinitum. The sound design ties this work exquisitely together with bespoke tracks reminiscent of quirky 8-bit gaming with a human twist.

Through warm, playful illustrations, the ‘Screenland’ vignettes reframe the screen as a place to collaborate with our peers, connect with our loved ones, and be innovative.

Objective

The One Club for Creativity pays it forward by not just celebrating but by investing in the global creative community. All revenue generated by the nonprofit awards are funneled back to creatives through organizations and resources such as Where Are All The Black People, The One Club COVID-19 Jobs Board, The One Club Mentor & Creative Program, the One School, and more.

Results

The campaign ran on multiple social channels both organically and in ads. The ‘Screenland’ videos had 213,323 views on YouTube, 48.5k on Instagram, 380k on Twitter, 27.5k on Facebook, and 16k on LinkedIn. There was worldwide press coverage of the campaign from China to Argentina, Czech Republic to Asia Pacific including features in Dexigner, Adobo magazine, M+AD, BizCommunity, MediAvataar, The Stable, and Dossier among others.