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Not W+K puts an end to humblebragging for the One Show with a new design platform that blows your trumpet for you

LONDON, UK — 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. 

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.   

“We want to get people talking about The One Show in a way that feels fun and relatable,” said Kevin Swanepoel, CEO of The One Club. “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.” 

“How do you find a new way to talk about awards? We thought long and hard about this, and awards culture in general,” added Anika Ramani, Director of Branding & Design, NOT W+K. “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.”

The regular deadline is January 26, the extended deadline is February 16, and the final deadline is March 01.

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 to 17.

Entries to The One Show 2024 can be submitted now, with fees increasing after each deadline period.

The complete list of more than 250 top creatives who will serve on The One Show 2024 juries can be viewed here

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