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
Active Engagement
Annual ID
OS_SM20_075M
About the Work
Eighty percent of European kids aren't getting 60 minutes of movement each day, making them the least active generation in history. This trend is even worse for girls. We needed to understand why. So, we listened and found out that young girls feel like they have no control over their own lives. Teachers control them at school. Parents control them at home. Boys control the games at break time. And as these girls lose their sense of control, they also lose the spontaneity, imagination and freedom that makes childhood so amazing. Sport however, is the one place where these girls do have control—where they make the rules, where they decide for themselves, where they run wild and free. Our task became clear, we needed to remind girls: when you play, you have the power
2020 Awards
Total Points: 2
Merit
Credits
Agency
Wieden+Kennedy / Amsterdam
Production Company
Riff Raff Films / London
Music / Sound Production Company
GCRS / London
Post Production Company
Final Cut / London
MPC / London
Art Director
Guney Soykan
Creative Director
Craig Williams
Evgeny Primachenko
Director
David Wilson
Executive Creative Director
Eric Quennoy
Mark Bernath
Producer
Tony Stearns
Cory Chonko
Alex Smith
Writer
Mohamed Diaa
Tyler Andre
Account Team
Kathryn Addo
Franky Wardell
Margot Paquien
Fulvio Itagiba
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