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
Active Engagement / Call to Action
Annual ID
OS_SM21_079M
About the Work
THE PROBLEM
Americans are more divided than ever, and it’s putting our very democracy at risk.
RepresentUS is a bi-partisan organization dedicated to fighting political corruption. Their research revealed (as anyone watching the news can see) that American politics have become increasingly polarized, less co-operative, less effective and more volatile. How do we use the 2020 election as the perfect flashpoint for how all these dangerous trends are putting the very nature of American democracy at risk?
INSIGHT
All it takes for democracy to fail, is for you to do nothing.
RepresentUs’s research revealed that Americans tend to take their democracy for granted. And when considering threats to it, people default to foreign “bad actors”—Russia & China meddling in elections or fanning the flames of discord. But increasingly, the real threats to the US are internal. Growing partisanship & increased skepticism and apathy for anything and everything political in nature.
Democracy requires active participation for it to work.
IDEA & EXECUTION
The Dictators Address America.
We used deep-fake technology to have controversial world leaders Kim Jong-un and Vladimir Putin issue a chilling message that outside interference isn’t necessary for democratic collapse—Americans are doing it to themselves.
The videos aren’t real. But the threat is.
We created two videos where Jong-un and Putin directly addressed the American public, pointing out the current state of America—basically thanking them for doing the job of destabilizing the country for them. The original TV buy (during the first presidential debate) was pulled by the networks, so we pivoted our media plan and doubled-down on paid social, and the videos went viral.
Americans are more divided than ever, and it’s putting our very democracy at risk.
RepresentUS is a bi-partisan organization dedicated to fighting political corruption. Their research revealed (as anyone watching the news can see) that American politics have become increasingly polarized, less co-operative, less effective and more volatile. How do we use the 2020 election as the perfect flashpoint for how all these dangerous trends are putting the very nature of American democracy at risk?
INSIGHT
All it takes for democracy to fail, is for you to do nothing.
RepresentUs’s research revealed that Americans tend to take their democracy for granted. And when considering threats to it, people default to foreign “bad actors”—Russia & China meddling in elections or fanning the flames of discord. But increasingly, the real threats to the US are internal. Growing partisanship & increased skepticism and apathy for anything and everything political in nature.
Democracy requires active participation for it to work.
IDEA & EXECUTION
The Dictators Address America.
We used deep-fake technology to have controversial world leaders Kim Jong-un and Vladimir Putin issue a chilling message that outside interference isn’t necessary for democratic collapse—Americans are doing it to themselves.
The videos aren’t real. But the threat is.
We created two videos where Jong-un and Putin directly addressed the American public, pointing out the current state of America—basically thanking them for doing the job of destabilizing the country for them. The original TV buy (during the first presidential debate) was pulled by the networks, so we pivoted our media plan and doubled-down on paid social, and the videos went viral.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Mischief @ No Fixed Address / New York
PR / Marketing Agency
Dini Von Mueffling Communications
Client / Brand
RepresentUs
Chief Creative Officer
Greg Hahn
Composer
Dominik Bochenski
Director
Zach Math
Editor
Nick Martin
Executive Creative Director
Bianca Guimaraes
Kevin Mulroy
Head of Strategy
Jeff McCrory
Account Director
Sam MacLeod
Business Manager
Leila Chee
Compositor
Davide Di Santo
Dexter Huizenga
Director of Development
Oliver McAteer
Founder
Dini von Mueffling
Post Producer
Rebecca MacKillop
PR Executive
Rajasri Narasimhan
President
Kerry McKibbin
VP Content
Will Dempster
Related Awards
