The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Non-Profit - Architecture / Architecture
Annual ID
RE16019M
About the Work
Background: Thousands of Italy’s wonders are still hidden behind closed doors, ignored by most Italians. Objective: The mission of the Italian National Trust (FAI) is to open all the hidden wonders of the Country. But to do so, it needs one fundamental thing: the curiosity of every Italian. Idea: “The Talking Wonders” - hidden wonders spoke directly with people through an unprecedented media: the intercoms of the buildings they are hiding in. Intercoms intercepted passersby, told them their story, and lured them inside to invite them to FAI Marathon, a one-day nationwide open doors event. Results: FAI’s most impactful operation to date. Media – more views, shares, tweets, and media coverage than any other initiative. Event – 92.782 visitors (+232% vs. 2014) Paying subscribers – +94% vs. 2014 Unique website users : +180% vs.2014 Social change – new law to open Italy’s hidden wonders, promoted by FAI.
2016 Awards
Total Points: 5
Merit
Credits
Agency
McCann Worldgroup / Milano
Production Company
Eccetera Produzioni Audio / Milano
MRK Productions / Milano
Art Director
Marco Zilioli
Chief Creative Officer
Alessandro Sabini
Creative Director
Gaston Guetmonovitch
Gaetano Del Pizzo
Paolo Boccardi
Designer
Michele Romani
Photographer
Marco Rossi
Sound Designer
Luca Imperato
Mauro Vaccaro
Writer
Niccolò Moronato
Agency Producer
Josè Bagnarelli
Creative Team
Marina Tercelan
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