Wieden+Kennedy’s new standalone design studio, Not Wieden+Kennedy, has unveiled one of its first projects since the London agency decided to push its output beyond advertising. It’s a visual identity and campaign for The One Show 2024, the major award show for advertising and design, in the shape of an AI bot that lets you brag about your achievements (award or otherwise).
The One Club for Creativity apparently approached Not W+K shortly after launch, looking for an award identity that went beyond “design aesthetics”. Not W+K was interested in the farce that exists around awards generally, where a carefully worded LinkedIn post must be used to allude to a win. So it came up with The One to Brag About, a campaign which “invites people to see the funny side of humblebragging, all while celebrating wins unashamedly,” says a release.
An online bot lets you choose a topic to brag about; going on a business trip, being promoted and being “so busy” are some of the options, alongside entering The One Show. The bot will then generate a brag you can take away and share. The hope is that it will allow judges, nominees and winners of The One Show to shout about their involvement.
“We want to get people talking about The One Show in a way that feels fun and relatable,” said Kevin Swanepoel, The One Club CEO. Not W+K wanted the identity that runs alongside this bot to be “simple enough to get out of the way of the big idea”, while bringing a crafted counterpart to the digital aspects.
“We’ve all been guilty of humblebragging. Everywhere we looked, people were posting about their achievements but doing their best to make it seem nonchalant. We wanted to flip this norm on its head, have people own the brag, help people who don’t know how to brag, and give our industry a reason to celebrate,” says Anika Ramani, director of branding & design at Not W+K.
Submissions to enter The One Show 2024 are open now until 26 January, or the extended deadline of 16 February for an additional cost.
Not Wieden+Kennedy: The One Show (Copyright © Not Wieden+Kennedy / The One Club for Creativity, 2024)
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Not Wieden+Kennedy: The One Show (Copyright © Not Wieden+Kennedy / The One Club for Creativity, 2024)
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Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.