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
Creative Effectiveness / Consumer / Brand
Annual ID
OS22_CE010B
About the Work
CONTEXT:
In Poland 79.9% of energy is still produced using coal, so there’s a lot of education that needs to take place on climate change and the direct impact of energy sources on the environment. The country has also the most polluted air in Europe but there is zero education in schools about this important issue. Polish children have been protesting demanding to learn about the environment, but the Minister of Education statement was that “There is no need for lessons in schools on climate change”.
IDEA:
As a part LEGO’s new global “Rebuild the World” positioning, we created a local expression of this ambition, aimed at Poland’s growing younger population. We launched new ‘Green Instructions’ (in polish: ‘Zielone Instrukcje’), additional instructions to existing LEGO sets - which became available to turn LEGO sets into greener versions. Using LEGO bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity generating windmills. All this to educate the next generation about a brighter future.
EXECUTION:
Physical ‘Green Instructions’ were distributed in all LEGO stores in Poland (printed on recycled paper), digital versions downloadable from: www.greeninstructions.com . Our campaign assets were also used by off-line and e-commerce partner shops.
When the global lockdown came, we added to the campaign - online video lessons based on the same ‘Green Instructions’ led by one of the most popular Polish teachers. We made these lessons available to everyone. Soon teachers from all over the country discovered them and started using them in their own classrooms. Our message has already found its way into a large number of schools across Poland.
In Poland 79.9% of energy is still produced using coal, so there’s a lot of education that needs to take place on climate change and the direct impact of energy sources on the environment. The country has also the most polluted air in Europe but there is zero education in schools about this important issue. Polish children have been protesting demanding to learn about the environment, but the Minister of Education statement was that “There is no need for lessons in schools on climate change”.
IDEA:
As a part LEGO’s new global “Rebuild the World” positioning, we created a local expression of this ambition, aimed at Poland’s growing younger population. We launched new ‘Green Instructions’ (in polish: ‘Zielone Instrukcje’), additional instructions to existing LEGO sets - which became available to turn LEGO sets into greener versions. Using LEGO bricks as a language of communication with the next generation. New instructions to turn cars into bicycles or scooters, planes into electric trains, and coal mines into electricity generating windmills. All this to educate the next generation about a brighter future.
EXECUTION:
Physical ‘Green Instructions’ were distributed in all LEGO stores in Poland (printed on recycled paper), digital versions downloadable from: www.greeninstructions.com . Our campaign assets were also used by off-line and e-commerce partner shops.
When the global lockdown came, we added to the campaign - online video lessons based on the same ‘Green Instructions’ led by one of the most popular Polish teachers. We made these lessons available to everyone. Soon teachers from all over the country discovered them and started using them in their own classrooms. Our message has already found its way into a large number of schools across Poland.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy Poland / Warsaw
Art Director
Maria Gościniak
Copywriter
Klaudia Mazurkiewicz
Account Director, Ogilvy Poland
Mateusz Borys
Animation & AR, LocoMotive
Przemysław Drosik
Associate Digital Manager Poland, Ukraine & Baltics - LEGO
Katarzyna Śmietanka
Associate Social Media Manager Poland, Ukraine & Baltics - LEGO
Michał Maliński
Brand Director REEMEA - LEGO
Michaela Edgerley Šťovíček
CCO, Ogilvy EMEA
Stephan Vogel
CEO, Ogilvy Poland
Agnieszka Wasilewska
Creative & Client Services Partner
Konrad Koper
Development of Instructions - Adults Fan of LEGO / Organization: LUGPol
Łukasz Ogrodnik
Development of Instructions - Adults Fan of LEGO / Organization: www.zbudujmy.to
Piotr Machalski
Development of Instructions - Adults Fan of LEGO / www.zbudujmy.to
Bartłomiej Huetter
Paweł Kwil
Rafał Piasek
Robert Tyborski
Director/DOP
Marcin Kossowski
Executive Creative Director, Ogilvy Poland
Maciej Twardowski
General Manager Poland, Ukraine, Baltics - LEGO
Justyna Ciepka
Global CCO, Ogilvy Social.Lab
Pete Case
Head of Design & Content, Ogilvy Poland
Daniel Marciniak
Junior PR Account Executive, Ogilvy Poland
Małgorzata Melasa
Zuzanna Głuchowska
Marketing Director Marketing Poland, Ukraine & Baltics - LEGO
Beata Kucejko
Offline/Grading, LocoMotive
Yakiv Komarynsky
Online, LocoMotive
Joanna Rutkowska
Photogroher
Szymon Świętochowski
Postproduction Manager, LocoMotive
Monika Jaworska
PR Account Supervisor, Ogilvy Poland
Katarzyna Walewska-Napiórkowska
PR Director REEMEA - LEGO
Andrea Faflíková
PR Director, Ogilvy Poland
Tomasz Cichocki
Producer, Ogilvy Poland
Aleksandra Główczyńska
Justyna Hołocińska
Project Managment Director, Ogilvy Poland
Marcelina Ścigała
Proof Leader, Ogilvy Poland
Maria Węcowska
Senior Account Manager, Event Factory
Marzena Chmiel
Senior Art Director, Ogilvy Poland
Jakub Przeszłowski
Senior Copywriter, Ogilvy Poland
Tomasz Zieliński
Senior Digital Marketing Manager Poland, Ukraine & Baltics - LEGO
Agata Czech
Senior Director Brand Development - LEGO
David Hall
Senior Event Manager
Filip Żok
Senior PR Account Executive, Ogilvy Poland
Joanna Kuźma
Paulina Kosim
SEO Copywriter, Ogilvy Poland
Gabriela Francuz
Sound, LocoMotive
Jacek Dżeksong Onaszkiewicz
Strategy Director, Ogilvy Poland
Jerzy Kurczak
Joanna Uniwersal
Trade & Digital Mkt Director REEMEA - LEGO
Petr Břoušek
Web Design, Ogilvy Poland
Paweł Jędruszczak
Web Development, Ogilvy Poland
Marek Czapiński
Przemysław Haas
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