D&AD 50: 1965, Go to work on an egg
To mark its 50th birthday, D&AD is delving into its archive to highlight significant pieces of work that have featured in the awards. We will be publishing one a week. This time, it's the turn of Mather & Crowther's Go to work on an egg campaign which started in 1957 but was first awarded by D&AD in 1965
By 1965, the slogan 'Go to work on an egg' (print ad from 1965 D&AD Annual above) was already embedded in the British consciousness thanks to a long-running TV campaign starring Tony Hancock.
Eggs had only come off rationing in 1953. In 1957 The British Egg Marketing Board was formed in order to bring stability to the market and give consumers a regular supply of high quality eggs at reasonable prices. One of its first acts was to introduce the British Lion mark: eggs were required to be stamped with their specific grade and packing station number.
The BEMB asked ad agency Mather & Crowther to produce an ad campaign promoting the regular use of eggs. Their solution, Go to work on an egg', became one of the longest running and most famous slogans of its time. Author Fay Weldon is often attributed with it, although she has said that, though head of copy at the agency at the time, she cannot remember whether or not she actually came up with the line.
Whoever wrote it, the slogan spawned some of the most entertaining early commercials seen on British TV, which were also among the first to make use of a celebrity, Hancock being perhaps the most popular comedian of the time.
D&AD's 50-year timeline of landmark work is here
Creative Review's February issue will feature our 20 favoruite slogans of all time
CR in Print
If you only read CR online, you're missing out. The January issue of Creative Review is a music special with features on festivals, the future of the music video and much much more. Plus it comes with its very own soundtrack for you to listen to while reading the magazine.
If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
|Chelsea Graphic Design Communication show (7)|
|W+K launches new Honda idents for Channel 4 (1)|
|Long Live the Photo-Story! (2)|
|A platypus walks into a bar... (3)|
|Uncle Grey's scratch vinyl posters (4)|
|Wenlock & Mandeville: London's Olympic mascots|
|Apple reveals sleek new iOS7|
|Ogilvy France creates useful posters for IBM|
|2013 UK degree show listings|
|Information is Beautiful Awards open for entries|