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

Hate to Protect

Agency TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt

Client Guides TAO


User-Generated Content

Annual ID


About the Work

Every year, more and more tourists visit the world. There were 25 million travellers in 1950 compared to 1.5 billion in 2023 according to the World Tourism Organisation. That is 60 times more than 70 years ago. This growing influx will have terrible consequences for hundreds of places still preserved from any human presence: ecosystems will be disrupted, species threatened, natural sanctuaries destroyed. For all these reasons, Guides Tao, the first travel guides committed to sustainable tourism, decided to act by launching the "Hate To Protect" operation. The objective is simple: to protect fragile natural sites from tourism by making them undesirable. When choosing a destination, most travellers rely on Internet reviews. To discourage tourists from visiting these places, we have trolled their online reputation by posting negative reviews on the most popular review sites. We have selected natural areas that are likely to be exposed in the coming months to a large influx of tourists, which could cause irreversible damage to ecosystems and endemic species. We also ensured that the targeted locations were free of economic activity and that our operation would not penalise any trade or employment. Far from simply discouraging travellers, the operation also serves to redirect them to sustainable destinations and addresses that respect the Guides Tao’s charter. In this way, travellers are advised on destinations that are suitable for them.

2022 Awards

Total Points: 3




TBWA\Paris / Boulogne-Billancourt

Music / Sound Production Company

\ELSE / Boulogne-Billancourt

Executive Creative Director

Benjamin Marchal
Faustin Claverie

Motion Designer

Nicolas Duval

Music Supervisor

Thomas Jacquet

Account Executive

Louis Mainbourg
Julia Montagu

Managing Director

Jonathan Serog


Ophélie Cohen

Development Manager

Nicolas Breton

Strategic Planner

Basile Viault

Technology Director

Ivan Zindovic

Web Design Director

Nicolas Barrès

Web Developer

Sidney Bourgalle

Related Awards





Follow Us