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
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Experiential / Live Events
Annual ID
OS_BE20_085M
About the Work
Motorcyclists make up less than 1% of traffic but account for more than 20% of serious and fatal vehicle casualties in England. While they are quick to blame car drivers, rider error often plays a part. We knew who this audience were – our analysis of collision data showed that males aged 35-55 were most at risk. But research told us that this audience don’t want to be lectured on bike safety by the government or road safety bodies. So, we started a conversation with them, starting with what care about – their motorcycles. We created a fake ‘bike brand’, BikerTek, and across the summer of 2019 we spoke to thousands of our audience through events, an online film, and finally through 4 print ads in various biker magazines. On first glance these ads looked like every other ad in the magazines, advertising high-tech bike parts, but on closer inspection it was revealed that these parts were in actual fact high-tech prosthesis parts, used in surgery to repair the human body after a serious bike accident.
2020 Awards
Total Points: 2
Merit
Credits
Agency
adam&eveDDB / London
Design Firm
King Henry / London
Phosphor Art / London
Client / Brand
Highways England / London
Production Company
Supervision / London
Art Director
Paul Angus
Chief Creative Officer
Richard Brim
Creative Director
Simon Lloyd
Designer
Scott Silvey
Executive Creative Director
Ant Nelson
Mike Sutherland
Illustrator
Jon Rogers
Photographer
Giles Revell
Writer
Ted Heath
Creative Team
Dan Jackson
Account Team
Mike Stern
Max Sullivan
Kathryn Armstrong
Related Awards
