• D&AD Awards 2018
    Deadline 14 February
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  • Deadline 14 February
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Best of Britain

Award: Wood Pencil

Wood Pencil / Writing for Design / Writing for Design / 2013

The brief was to educate Australians about the UK’s favourite sauce. HP Sauce is a staple condiment in its homeland, but most Australians had no idea what it was, let alone how to use it. To tell the story of HP Sauce in a memorable way, we tapped into something Aussies love – poking fun at the Poms. This cheeky booklet was distributed to establishments selling or serving HP Sauce. The pages of the ‘passport’ celebrate the worst things to come out of Britain, while offering a royal nod to one of its finest, positioning HP Sauce as ‘The Best Thing to Come Out of Britain Since Forever’.

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