The One Membership for Creativity kicks off the celebration of The One Present’s first— and subsequent— 50 years of honoring international artistic excellence with a fascinating name for entries marketing campaign from Design Military, Washington DC.
Primarily based on the concept of the work because the artistic business’s cause to exist, the marketing campaign equates “the work” with “the one”, asking the query “What’s Your ONE?”
Vibrant on-line adverts use daring imagery to pose a collection of “What’s the one which…” questions to spotlight nice work of the previous. Copy contains questions similar to “What’s the one which impressed your profession,” “…you’re most happy with,” “…want you had performed,” and others.
Executions function high international artistic leaders, together with dozens of members of The One Membership’s Nationwide and Worldwide Board of Administrators, answering these questions in quick-cutting :30 movies and in a dramatic grid takeover on The One Membership’s Instagram web page.
The marketing campaign launches with adverts from an preliminary group together with Duke Group ECD Suhana Gordhan, Edelman CCO Judy John, Design Military cofounder, CCO Pum Lefebure, WPP World CCO Rob Reilly, R/GA co-CCO US Tiffany Rolfe, Amusement Park Leisure chair, CEO and CCO Jimmy Smith, and Google Artistic Lab cofounder Robert Wong, with different artistic leaders to be featured within the coming months.
The conversational marketing campaign comes alive by placing typography on the forefront, talking with a easy but daring authoritative voice. Nonconformity and progressive considering are mirrored in using stretched and distorted sort in a youthful shade palette.
The One Present’s 50-year milestone is showcased in particular brand branding, which mixes a celebration of the previous with a forward-thinking, youthful spirit meant to encourage the subsequent 50 years of artistic excellence.
Everybody within the artistic business began their journey someplace. For many, it was working numerous hours and slowly climbing their approach to the highest. For others, it was by probability catching a fortunate break on the proper time, and for a couple of, it was merely future.
Design Military’s Pum Lefebure, who can be vice chairperson at The One Membership, stated seeing the “United Colours of Benetton” marketing campaign for the primary time at age 16 made her instantly notice she needed to be artistic director.
“Everybody has their ONE,” she stated. “The one advert that impressed them to get into the artistic enterprise. The one advert that marks the spotlight of their profession. The one advert they didn’t do however conjures up them to push their creativity additional. The reality is, on the finish of the day we’re all nonetheless chasing the subsequent one, and the “What’s Your ONE?” marketing campaign celebrates our unending artistic journey by specializing in the moments, concepts, and goals all of us have whereas creating the subsequent ONE.”
Lefebure added she was pleasantly shocked by a number of the “What’s Your ONE?” responses acquired in a survey of The One Membership board members. “I didn’t notice they created a number of the biggest adverts of our time, the campaigns created within the 90s that impressed me to get into the enterprise,” she stated. “You’ll by no means know if the one advert you’re engaged on now might need the facility to encourage the subsequent era of creatives.”
Creatives are busy every day planning for the longer term, and sometimes don’t take sufficient time to mirror on the previous. “Receiving my first One Present Pencil is a really particular accomplishment, a date I’ve marked on my calendar to remind me of the place I began and am going,” Lefebure stated. “The ‘What’s Your ONE?’ marketing campaign invitations everybody to pause a second, transporting them again down reminiscence lane. Take a couple of minutes to congratulate yourselves on how far you’ve come, and take into consideration the influence your work may have on the subsequent era of creatives.”
“This is an interesting marketing campaign that successfully combines the previous and way forward for artistic excellence,” stated Kevin Swanepoel, CEO, The One Membership. “It celebrates what’s made The One Present the business’s most related, prestigious and significant awards program in a sensible, youthful method that appears forward to our subsequent 50 years,” stated Kevin Swanepoel, CEO, The One Membership.
Lefebure added “The marketing campaign celebrates everybody, from these within the Artistic Corridor of Fame and within the C-suite to entry-level creatives, and even first-year school college students. We’d like to know: What’s Your ONE?”
Consumer: The One Membership for Creativity for The One Present 2023
Marketing campaign: “What’s Your One?”
Company: Design Military, Washington DC
Chief Artistic Officer: Pum Lefebure
CEO: Jake Lefebure
Government Artistic Director: Sucha Becky
Senior Designer/Animator: Jason Chae
Designer/Animator: Chloe Jung
Animator: Kiel Hazard
Animator: Yeri Choi