Every year, the One Club hosts a talent competition for aspiring talents in the fields of advertising and design in the context of the prestigious One Show: the Young Ones. The challenge was to outstand from a vast flood of pictures, posters and competition calls within an ever growing global scene that is mainly driven by the Internet. Especially, young people with a short attention span and a high interest in design were in the focus, so we needed to make sure that our work would gather the interest of an entire generation to take part.

We developed a very simple yet remarkable campaign, using every possible channel from print and direct up to online and social media. The images combined a striking illustration style and short, catchy headlines to generate great attention and a high recognition value, but above all to make young creatives desperate to join the show. In doing so, we achieved the widest possible range.

Retrospectively, the campaign is considered a huge success. There has been a large number of inquiries, and, what made us especially proud was the international character of the competition. We measured a massive increase in international entries as opposed to the year before: They represented 35 countries, up from 21 in 2013. Also, the total number of entries rose from 851 to 1173.