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The One Show 2021: Lockdown Day Whatever
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A witty new campaign to promote The One Show 2021 call-for-entries via new Sydney-based independent communications company Milk & Honey United, 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, co-founded by Andy DiLallo and Steve Jackson, two of Australia’s most recognised 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. The camera slowly pans to find an array of other moldy items — a fruit bowl, dirty dishes, loaf of bread with cheese and tomato — before finally landing on an open container of moldy yoghurt in a nearly empty refrigerator. A man picks up the yogurt container, looks inside and, instead of throwing it out, shrugs and casually eats a spoonful. The spot closes with the line “We’ll Only Judge the Work”. Banner ads, shot by award-winning photographer Ian Butterworth, Sydney, include “Life Under the Desk”, revealing the chaos of WFH not visible to colleagues and clients on a zoom screen, as well as executions depicting extreme toilet paper hoarding, innovation in mask wear and parental coping mechanisms.
Agency: Milk & Honey United, Sydney Related |
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