The One Show and Cutwater kick off 2025 Call For Entries with creative-first campaign
In celebration of the global creative community, nonprofit organization The One Club for Creativity has teamed together with creative and media agency Cutwater to launch an integrated campaign for The One Show, one of the world’s most prestigious advertising and design award shows.
The campaign, entitled “The Creative Award for Creative Creatives”, kicks off the 2025 call for entries with a back-to-basics visual aesthetic. The creative, which was spearheaded by Cutwater, boasts a robust content library. It brings to life the curiosity and wonder of the artistic process via a blueprint-style design treatment as well as positions the iconic One Show pencil as the beacon of the communications. The assets will live throughout social platforms – such as Meta, X, and LinkedIn – along with digital channels and worldwide email marketing initiatives.
“The One Show honors what should be valued the most: creative impact and merit. For this season, we developed a campaign for creatives by creatives”, explains Cutwater Founder and COO Chuck McBride. “We followed the essence of an approach to the award show’s blueprints of the pencil itself. The design system is strategically built to be friendly across digital and social, all of the places creatives will be. We can’t wait to continue the effort during the judging and winner stages.”
The work comes on the heels of the innovations and success from The One Show 2024. Last year’s endeavor unveiled over 100 new categories and garnered more than 20,000 pieces entered across 65 countries.
According to The One Show Director Adam Izen, “In addition to recognizing creative excellence, The One Show proudly stands on integrity. From its revered rigorous and equitable judging process, to ensuring that winning work can be accessed by all and pouring all proceeds back into the industry via The One Club’s many programs, our show is about more than a trophy — The One Show is about, and for, our creative community. Along with Cutwater, who felt it vital to highlight this message, we are thrilled to unveil this campaign underscoring our commitment to producing a creative show for creative creatives.”
The One Show 2025 is now open for entries. The super-early entry deadline is on November 1, 2024; the early entry deadline is on December 13, 2024; the regular deadline is on January 31, 2025; the extended deadline is on February 14, 2025; and final deadline is on February 28, 2025.
Credits:
Client: The One Club for Creativity, New York
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Senior Designer: Patrick Nelson
Copywriter: Mike Ennen
Group Account Director: Matt Allen
Account Director: Grace Fiset
Senior Project Manager: Ana Elejalde
Cutwater is an independent creative and media agency with offices in San Francisco and New York City. Headed by advertising thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the agency prides itself on building distinctive campaigns for challenger and legacy brands alike. These have included the likes of Hartz, MoneyGram, Russell Stover, Brawny, Ray-Ban, and more.
The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programming under the organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development.