Lisa Fedyszyn’s The One Show Diary Wrap-Up: “The best ideas didn’t just solve; they expanded”
Lisa Fedyszyn, Chief Creative Officer at Special New Zealand, recently represented Aotearoa on the global jury for the Out of Home/Print & Promotional category at The One Show 2025. Here, Fedyszyn takes us behind the scenes of the judging rooms (yes, they’re cold), shares the ideas that stuck with her, and reflects on the power of emotional impact, simplicity, and work that earns its place in the real world.
I was excited to be asked to judge the One Show—after all, it is one of the major advertising awards you feel proud, or depending on your personality type, relieved, to win.
But being asked to write about One Show is much more stressful than judging. What do you really need to know? That the judging rooms are surprisingly chilly? Temperature-wise, not temperament.
It might help to know you’ll stay sharp in those rooms—not only thanks to the sub-arctic air con, but because the inspiration flows from both the screen and the judges around you. I’m talking about creatives responsible for Spotify Spreadbeats, Vaseline Transition Body Lotion and Heinz Ketch Up Fraud. So take notes—chances are, they’ll say things far smarter than you, that you can pass off as your own in an industry article at a later date.
The work that rose to the top struck an emotional chord. It didn’t matter how niche the problem or how specific the audience—what mattered was the impact. If it meant something to them, it meant something to us. The best ideas didn’t just solve; they expanded, echoing far beyond the boundaries of the category.
For example:
A supermarket that demonstrated their commitment to price stability in the face of price gouging by setting a permanent low price on their packs.
A beer brand that turned pubs that are hundreds of years old, and facing closure, into museums in order to safeguard these culturally significant establishments for future generations.
A concrete company creating a series of tactile sidewalk tiles for the sight-impaired because everyone deserves clear communication.
The ideas were discussed rather than debated. And there was a split room for Best of Discipline.
As one judge explained their pick for Best of Discipline, they admitted the work came from their “enemy” agency—but it was something they saw and felt in the world around them every day. It resonated deeply with its audience, and that real-world impact was impossible to ignore. 💪🏻💪🏻💪🏻 Damn enemies.
Did they sway the jury?
You’ll find out this Saturday when the winners are announced.