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 - Creative Use of Data


Agency Cheil Worldwide / Seoul + T map Mobility / Seoul + The Shot / Seoul + Boxtree Co., Ltd. / Jeju



Innovation & Transformation / Innovation in Lockdown

Annual ID


About the Work

Jeju Island is the most beautiful place in Korea. This designated UNESCO World Natural Heritage site is a popular road trip destination to millions every year. More than 80% get around by car and rely on navigation apps to guide them. But all maps only direct you through the fastest route, making you miss out on its picturesque landscape. So we created Slow Road, the beautiful detour map for travelers. It gets you to your destination through the most scenic route, instead of the fastest. Slow Road identifies your current location and shows you alternative routes that guide you to your desired destination. When you open T-map in Jeju upon arrival, a pop-up banner directs you to the Slow Road mobile page. There, you can select a route of your choice, and it will automatically input the waypoints into the T-map, the no.1 map in Korea. Slow Road introduced new must-see spots, helped local economy grow, alleviated traffic on main roads, and scattered travelers away from over crowed attractions during the pandemic- all using the app that’s already on their phone.

2022 Awards

Total Points: 9



Cheil Worldwide / Seoul
Boxtree Co., Ltd. / Jeju

Digital Agency

T map Mobility / Seoul

Production Company

The Shot / Seoul

Creative Director

Joohee Lee

Director of Photography

Inkyu Lee

Graphic Designer

Jeongho Cho
Sangjin Woo


Sehun Kim

Product Manager

Hyojeong Jang

Account Director

Choongok Lee
Sangho Lee

Account Executive

Hyeonmun Kim
Sohyun Jess An


Bokyeom Kim

Assistant Director

Jisu Shin

Biz Dev. Leader

Keeduk Kim


Kwangjae Jee

Digital Technical Director

Seokju Hwang

Film Director

Churl Gwon

Head of Creative Division 1

Yehoon Lee

Service Planner

Jiwon Lee
Serin Son
Yonghun Kim

Sr. Art Director

Seontaeck Kim

UX Designer

Sooyeon Baek

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