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
Real-Time Data
Annual ID
OS22_CU007S
About the Work
After 4.543 billion years Earth finally has its voice, with no human intervention. We created its twitter account @EarthisSaying. Then, the planet used this space to make itself heard and call humanity’s attention. Synchronizing satellites and environmental monitoring around the world, and with machine learning, we converted the data and increasing numbers on flooding, wildfires, air quality and CO2 levels into tweets, launched in real time. Earth itself, with precise information told its inhabitants about its health and invited to take action before it’s too late.
After identifying the sources of data on the different topics (floods, wildfires, air quality, temperature, and CO2 levels) and configurating the correct parameters; the algorithm determines the frequency and/or triggers that generate alarms according to the sources. According to the alert, it determines the message to be sent, tagging the people or institutions that should take action on it and the appropriate hashtags to be combined according to the matrix of predetermined configuration values. Once the process is made, it automatically sends a message from its twitter account once the alert is detected by the tool.
Developing an automated system of generation of messages tweet type based on analysis and parameterization of answers of known sources related to earth monitoring, we not only impact the environmental audience, but also generate consciousness in the new generations that are so engaged in social networks to which Greenpeace wanted to reach in a new, different, and disruptive way.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Grey Colombia / Bogota
Client / Brand
Greenpeace Colombia / Bogota
Art Director
Carlos Garcia
Jhonnathan Ramirez
Sergio Álvarez
Chief Creative Officer
Juan José Posada
Creative Director
Álvaro Giraldo
Camilo Monzón
David Muñoz
Diego Aguilar
Editor
Jhon Muñoz
Executive Creative Director
Sebastian Benitez
Music Supervisor
Gabriel Lucien
Account Director
Camila Almonacid
Jessica Moreno
Account Executive
Andrea Bohórquez
Project Manager
Maria Paula Medina
CEO
Jorge Serrano
PR
Catalina Sotomayor
Florencia Kessler
President
Diego Medvedocky
Production director
Alia Hincapié
VP Creative
Curt Sebastián Mallarino
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