A witty new campaign to promote The One Show 2021 call-for-entries says creatives shouldn’t be concerned about what others might think of their chaotic work-from-home life of the past year because the show’s juries will “only judge the work”.
The new film, banner and social media effort is the first work created by Milk & Honey United Sydney, a new independent communications company cofounded by Andy DiLallo and Steve Jackson, two of Australia's most recognized creatives.
Balancing humor with sensitivity to the pandemic situation, the campaign depicts how creatives may have cared less about appearances and indulged in offbeat activities during their year of working from home, but in the end we all empathize with one another and managed to create some great work.
Leading off the campaign is “Lockdown Day Whatever
”, an artfully crafted :45 film set to an original string-laden score with lyrics about what a different year it’s been and how somehow we made it through. The film was shot by the award-winning director Paul Middleditch, PLAZA, Sydney.
The film opens with a nod to the now-famous Burger King “Moldy Whopper”, which won Best of Show, four Best of Disciplines and 18 Gold Pencils overall for INGO Stockholm, DAVID Miami and Publicis Bucharest at The One Show last year.
“Everyone has had to deal with months of lockdowns and working from home, and often ended up doing unusual things to cope or entertain ourselves,” said Kevin Swanepoel, CEO, The One Club. “This campaign is a lighthearted way for us to let creatives know none of that matters because One Show juries will only judge the work, not them.”