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
Creative Use of Data / Storytelling
Annual ID
OS_CU20_007S
About the Work
Two pure and pristine AIs were created; they were like twins, but with no experience and no outside factors influencing their outlook. The two systems were given a task to “watch” daily news. Then, after six months, the AIs were taught to answer any questions about political, economic and social life of Russia. Asking a question, a person would become a participant of the experiment, because the result was unpredictable and it depended on how a question was asked. It provoked interaction between users and the AIs. People were also eager to share the results of communication on social media, it led to many reactions and posts. The answers provided by the neural networks fully illustrate the difference between the vocabulary and contents of a state and of an independent TV-channel. The audience had a chance to vote for the answers they liked most. As a result, people (93% voters) favored the promoted brand.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Voskhod Creative Agency / Ekaterinburg, Russia
Digital Agency
ISD Group / Kyiv, Ukraine
Art Director
Anna Maslyakova
Chief Digital Officer
Dmitry Maslakov
Creative Director
Andrey Gubaydullin
Anton Rozhin
Designer
Liliya Zagidullina
Programmer
Vasily Tsykin
Account Team
Elizaveta Larionova
Related Awards
