The One Show is celebrating its 50th birthday this year, and to mark it, the awards show's call for entries video gives an opportunity to top creatives to spotlight some of their favorite work.

The campaign, created this year via Design Army, asks "What's your one?" and features a host of big industry names on the ads that had the greatest impact on them, as well as their favorite work of their own. They include Edelman Chief Creative Officr Judy John, WPP Global Chief Creative Officer Rob Reilly and R/GA co-Chief Creative Officer US Tiffany Rolfe, while future names taking part in the campaign will include Activision's Fernando Machado, The Martin Agency's Danny Robinson and Mischief's Greg Hahn.

Design Army’s co-founder Pum Lefebure, who is also vice chairperson at The One Club, is another contributor. She said seeing the “United Colors of Benetton” campaign for the first time at age 16 made her immediately realize she wanted to be a creative director.

“Everyone has their one,” she said in a statement.  “The one ad that inspired them to get into the creative business. The one ad that marks the highlight of their career. The one ad they didn’t do but inspires them to push their creativity further.  The truth is, at the end of the day we are all still chasing the next one, and the 'What’s Your One?' campaign celebrates our never-ending creative journey by focusing on the moments, ideas, and dreams we all have while creating the next one."

Lefebure added that she was pleasantly surprised by some of the “What’s Your One?” responses received in a survey of The One Club board members.  “I didn’t realize they created some of the greatest ads of our time, the campaigns created in the 90s that inspired me to get into the business,” she said.  “You will never know if the one ad you’re working on now might have the power to inspire the next generation of creatives.”

Entries to The One Show 2023 can be submitted now,  with finalists announced in May 2023. Winners will be announced during Creative Week in New York, May 15-19, 2023.