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.
Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS008B
About the Work
Since October 2020, Amendment 171 has been on the table in front of agricultural politicians in the European Union. And if the number combination 1-7-1 does not tell you much, it hides a proposed law that wants to censor plant-based food and drinks by banning the use of words, and perhaps even packaging and pictures, which can be associated with dairy products. But why? Well, ask the milk lobby. Because it’s them who seem to believe that expressions such as "alternative to yoghurt" or "milk-free" make it difficult for consumers to distinguish plant-based products from dairy products. But surely Europe's population is smarter than that? We integrated a captcha on WeTransfer and various news sites around Europe, to find out - and to get people to act of course. The campaign collected over 450,000 signatures and the proposed law was scrapped. Success!
Try the captcha here: https://wetransfer.com/wallpaper/22557958
Try the captcha here: https://wetransfer.com/wallpaper/22557958
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Internal / In-House Agency
Oatly Department of Mind Control / Malmö
Publisher
Wetransfer / Amsterdam
Art Director
Oskar Pernefeldt
Copywriter
Maria Timander
Creative Director
Martin Ringqvist
Designer
Nathan Hoang
Graphic Designer
Fredrik Nilsson
Kristoffer Hiller
Petra Hassler
Social Media Manager
Sara Hansson
Design Director
Lars Elfman
Developer
Jay Zahiri
Project Manager
Amanda Lindblom
Marissa Joven
Sarah Wallin
Account Manager
Romy Peschar
Brand Partnership Manager
Sander Hooghiemstra
Digital Project Manager
Marcus Holmqvist
Event Specialist
Malin Wahlberg
Ulrika Hiertner
Global PR Director
Ulrika Enström
Media Strategist
Juliana Amaral
Sheena Pun
Partnership Manager
Johan Majer
PR Manager
Fredrik Elisson
PR Team Lead EMEA
Erica Wigge
Production Manager
Fanny Ericsson
Social Media Specialist
Anna Grahn
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