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.

2022 One Show - Branded Entertainment


Agency DDB GROUP GMBH / Germany + Hastings Audio Network + Optix Post Production GMBH

Client Telekom Deutschland GmbH



Annual ID


About the Work

Europe’s leading telco-provider Telekom connects people with entertainment and new technologies. For Beethoven’s 250th birthday, they connected the world: by completing his 10th symphony! Aired at a live performance that reached millions of viewers, BEETHOVEN X strengthened the brand’s reputation for applying tech innovations to people’s benefit. Telekom has served as a link between humans and technology for decades, witnessing many people’s fears of innovations first hand. So when the country celebrated its most beloved composer, they explicitly chose to promote a technology that many still reject. Telekom invited world-renowned experts in AI, musicology and composition and asked them a bold question: Can an artificial intelligence recreate the mind of genius? The idea was to push artificial intelligence to a level, where it could complete Beethoven’s unfinished symphony. For this, a fundamentally new form of AI was needed! First, the experts had to interpret the sketches that Beethoven had left behind. Many of them consisted of ideas rather than musical notations. Then, they programmed the AI according to what it needed to do. The AI studied Beethoven’s compositions and started to create: hundreds of phrases each night! A team of experts selected the most powerful ones and gave them back to the AI to elaborate upon, closely interweaving technology and emotion in the process. After three years and two million notes, Beethoven’s 10th symphony was finally completed. More than 590 publications reported about the project. Overall, a press coverage worth 729 million Euros was reached by the end of October as well as an ad value of over 14,3 million Euros. More importantly however, more than 3000 guests saw the premiere of Beethoven’s final symphony in the Telekom Forum Bonn and in the Elbphilharmonie Hamburg – while more than 10 million viewers streamed the event worldwide.

2022 Awards

Total Points: 3





Production Company

Optix Post Production GMBH

Music / Sound Production Company

Hastings Audio Network

Chief Creative Officer

Dennis May
Diana Sukopp


Walter Werzowa

Creative Director

Dennis Krumbe
Mark Räke

Executive Creative Director

Karsten Ruddigkeit


Romuald Golenia

Account Director

Natalie Kröger

Agency Producer

Meike Van Meegen

Senior Art Director

Saskia Krug

Senior Copywriter

Anna Rösch

Account Manager

Luca Seichter

AI Expert

Ahmed Elgammal

Audio Post Production

Giacomo Lodi

Awards Manager

Edward Jasion

Executive Director Client Service

Katrin Spiegel
Simon Hansen

Managing Director - Creative

Florian Grimm

Music Theorist

Mark Gotham


Matthias Röder


Can Ibar
Michael Gottschalk
Patrick Günther

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