The One Show Awards puts an end to humble-bragging in new campaign via NOT W+K London

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NOT W+K, Wieden+Kennedy London’s standalone design and branding studio, unveiled a cheeky visual approach to the 2024 One Show awards with the launch of “The One to Brag About.” The new campaign, featuring a humorous ChatGPT-powered bot, aims to shift the narrative surrounding award shows, encouraging individuals not only to promote and enter The One Show, but also to celebrate juries, nominations, wins and more. 


The hero piece of the concept is The One Show Brag Bot—a ChatGPT-powered brag generator on a single-minded mission: to put an end to the humblebrag.  The bot recognizes that entering, judging, or winning The One Show is properly worth bragging about, and provides dozens of menu options to create witty brags. 

The AI tool helps judges, nominees, and winners of The One Show brag about their achievements. It’s also open to anyone beyond The One Show, helping people brag about random things such as new jobs, promotions, how hard they’re working, and even the infamous, “I had that idea first!” 

Shortly after opening its doors at the beginning of 2023, NOT W+K was tapped by The One Club for Creativity to curate a fresh and creative visual identity for the upcoming One Show award season that went beyond design aesthetics. To do so, NOT W+K leaned into the truth around awards: we aren’t comfortable bragging about them, but they’re certainly worth bragging about. 

Rooted in the anxiety and hesitations around self-promotion within awards culture in the advertising industry, NOT W+K created “The One to Brag About” to invite people to see the funny side of humblebragging, all while celebrating wins unashamedly. 

The One Show Awards puts an end to humble-bragging in new campaign via NOT W+K London

This approach was the driving force for the tone of voice for the entire platform, making the role of visual identity two-fold: to be simple enough to get out of the way of the big idea, and to create a beautifully crafted, traditional, non-digital counterpoint to the very current, very digital technology that sits at the heart of “The One to Brag About.” 

The Brag Bot is accompanied by a suite of videos, including a teaser film and a quick step-by-step guide on “How to Brag with Brag Bot,” among others. The bot can be utilized across social media channels, including LinkedIn, Facebook, Instagram, and X. Visit The One Show Brag Bot now to start celebrating.   

Says Kevin Swanepoel, CEO, The One Club: “We want to get people talking about The One Show in a way that feels fun and relatable. As an industry, we should champion the efforts that go into the world-class creativity that people, agencies, and brands put out around the world. ‘The One to Brag About’ recognizes and celebrates the fact that entering, judging, and winning at The One Show is truly something to boast about.” 

Says Anika Ramani, director of branding and design, NOT W+K: “How do you find a new way to talk about awards?  We thought long and hard about this, and awards culture in general. Trawling through social media and looking inward, our insight was staring us in the face. 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.”

Entries to The One Show 2024 can be submitted now, with fees increasing after each deadline period. The regular deadline is January 26, 2024, the extended deadline is February 16, 2024, and final deadline is March 1, 2024.

The complete list of more than 250 top creatives who will serve on The One Show 2024 juries can be viewed here. Finalists will be announced in April 2024, and Gold, Silver, and Bronze Pencil and Merit winners will be unveiled during Creative Week in New York, May 13-17, 2024.

Client: The One Club for Creativity
Creative Agency: NOT W+K London
Creative Director: Adam Rix
Director of Branding & Design: Anika Ramini
Copywriters: Flo Deary, Joe de Souza
Design Directors: Phil Rosieur, Alex Thursby-Pelham
Designers: Chani Wisdom, Lilia Quinaud, Anabel Hazeldine
Design Producer: Ross Dunstan
Creative Technologist: Jonathan Plackett
Motion Designer: Jon Harris
Strategy Director: Brian Ritter