JWT Johannesburg has won a One Show Silver Pencil at the annual One Show awards in New York. The Pencil was awarded for an in-store campaign for Nestlé Country Fresh Ice Cream entitled ‘Mom’s Secret’.
“We are absolutely thrilled with our Pencil and pass on our congratulations to the Nestlé team,” says JWT Johannesburg MD, Judy van Dam
The insight behind the concept is that when Mom buys a two litre tub of ice cream, the kids (and usually Dad as well) help themselves to the treat, making it harder for Mom to be the so-called “treat gatekeeper”.
This problem was solved with the “hidey cover thingy majingy”- for each two litre tub of Nestlé Country Fresh she bought, she received a free cardboard sleeve.
When pulled over the tub of ice cream, the sleeve turns it into something no kid will ever be interested in – a range of three extremely unappealing but believable food dishes: ‘Mom’s Brussel Sprouts with Garlic’, ‘Mom’s Liver Gravy with Onion’ and ‘Mom’s Cauliflower with Sour Cream’.
Ben du Plessis, executive creative director of JWT, said: “Winning a One Show Pencil is a big thing. Only two South African agencies managed to win Pencils this year. It’s really good to be one of them
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