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.
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Category
Craft / Use of Digital Technology
Annual ID
OS_DI19108M
About the Work
Billboards Beyond Borders, by Reporters Without Borders, broke new ground by using a “loophole” in Google Maps to create a new type of outdoor advertising, that only existed online. We replaced existing messages on big billboards in countries where freedom of speech is under threat, with real quotes from journalists that had been censored or silenced. Visible for everyone who visited the places in Google Street View. After 72 hours, what we were anticipating happened - Google took down the campaign for violating Google Maps policy, helping us create a second wave of PR. By rethinking digital advertising and repurposing Google Maps, we made a global statement on a zero media budget, and opened up new possibilities for marketing in a world where the line between physical and digital is increasingly blurred.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Akestam Holst / Stockholm
Production Company
From Sthlm With Love / Stockholm
Art Director
Martin Noreby
Hugo Wallmo
Evelina Rönnung
Creative Director
Magnus Jakobsson
Digital Artist
Kenna Magnusson
Strategist
Ida Persson
Karl Wikström
Writer
Simon Lublin
Account Team
Sara Clewemar
Albin Muji
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