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

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2018 One Show - Social Media

To The Last Tree Standing

Agency Ogilvy & Mather Polska / Warsaw

Client Greenpeace Poland
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_SM18019B

About the Work

The Białowieża Forest is the Europe’s last lowland primeval forest and a UNESCO World Heritage Site. When Polish Government authorised logging there, the protests from usual groups were largely ignored. We needed to involve new groups - ideally young people, whose voice wasn't heard before, and aged at least 13 so they could sign petitions. To attract them, we entered their favourite social media environment - Minecraft - and created 1:1 scale copy of the area in the game. It became a hit right away, depolarised the highly political subject and educated youths about the issue. Just when its popularity peaked, we hosted Poland's biggest live Twitch event, during which a record breaking audience was surprised with a different map - where all of the trees except for one were cut down. The event simulated the feeling of loss and made our audience take real action and help resolve the issue.