One 'the story of Oneness' by Team Saatchi

The first ads for the One brand, the essential products company that donates profits to humanitarian projects in Africa, launched this week.

The campaign, by Team Saatchi, includes TV, print, digital, radio, in-store and in-flight channels. The TV ad uses an animation style that brings to life the idea of one good thing leading to another by the use of a continuous white line.

The company seels products from water to eggs and toilet tissue. The line aims to demonstrate how everything One does is ultimately joined up. The director was Edward Dalton, the creative director was Julian Borra, the animation company was Tilt Design and the audio post production was by WAM London.