The One Club celebrates 50 years with "What's Your ONE?" campaign by Design Army

The One Show Celebrates 50 Years With “What’s Your One?” Campaign From Design Army

Dozens of the world’s top creatives pay tribute to the ads that had the greatest impact on their careers.


The One Club for Creativity kicks off the celebration of The One Show’s first — and next — 50 years of honoring global creative excellence with an engaging call for entries campaign from Design Army, Washington DC.

Based on the idea of the work as the creative industry’s reason to exist, the campaign equates “the work” with “the one”, asking the question “What’s Your ONE?

Vibrant online ads use bold imagery to pose a series of “What’s the one that…” questions to highlight great work of the past. Copy includes questions such as “What’s the one that inspired your career”, “…you are most proud of”, “…wish you had done”, and others.


Executions feature top global creative leaders, including dozens of members of The One Club’s National and International Board of Directors, answering those questions in quick-cutting :30 videos and in a dramatic grid takeover on The One Club’s Instagram page.  


The campaign launches with ads from an initial group including Duke Group ECD Suhana Gordhan, Edelman CCO Judy John, Design Army cofounder, CCO Pum Lefebure, WPP Global CCO Rob Reilly, R/GA co-CCO US Tiffany Rolfe, Amusement Park Entertainment chair, CEO and CCO Jimmy Smith, and Google Creative Lab cofounder Robert Wong, with other creative leaders to be featured in the coming months.


The conversational campaign comes alive by putting typography at the forefront, speaking with a simple yet bold authoritative voice.  Nonconformity and innovative thinking are reflected in the use of stretched and distorted type in a youthful color palette.

The One Show’s 50-year milestone is showcased in special logo branding, which combines a celebration of the past with a forward-thinking, youthful spirit meant to inspire the next 50 years of creative excellence.

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