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
Social Post / Real-time Response
Annual ID
OS_SM20_057M
About the Work
Situation In November 2019, a newly formed Flemish Government decided to cut funding for art & culture projects by 60 %. In a small region like Flanders many young artists need this funding to develop and create. State of the Arts, an open arts platform, wanted to make the consequences visible to the broader audience. Idea We sent our 500 best artists a picture of their work covered with 60% yellow, the branding color of the Flemish government. We asked them to share it simultaneously on November 14, at 12 AM, with the hashtag #thisisourculture. Showing that 60% less funding equals 60% less culture. They all did. Result The hashtag #thisisourculture instantly became viral with people participating and contributing to a yellow wall on Instagram. People started using 60% yellow as a symbol for protest against this funding cut. The campaign reached 80% of the country’s population, generating around € 1,6 million in earned media attention. About 68 300 people signed a petition. More than 4000 protesters marched the streets, demanding the funding cut to be canceled. Under this pressure, the Minister-President increased funding.
2020 Awards
Total Points: 2
Merit
Credits
Agency
BBDO Belgium / Brussels
Creative Director
Sebastien De Valck
arnaud pitz
Designer
Rob Govaerts
Tom Nackaerts
Producer
Patricia Van De Kerckhove
Creative Team
Frederik Clarysse
Johan Van Oeckel
Account Team
John van de Pol
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