The One Show

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2022 One Show - Creative Use of Data


Agency MRM Germany / Frankfurt

Client Action Alliance for Disaster Relief



Annual ID


About the Work

(Tr)end The Syrian War is a data-driven creative campaign. With the help of Google Trends, we created an algorithm to scan all search terms in Germany. It identified thousands of keywords that are searched for more often than Syria. The search trends were visualized in real-time on our platform. We then used the search data to target users based on their search behavior. The campaign highlights the dramatic lack of interest in the country, plagued by war for ten years. To cut through all the noise, the Action Alliance for Disaster Relief needed a revolutionary approach. We developed an algorithm for the campaign that evaluates search queries on Google. Google Trends is used to understand keyword search volume or to identify seasonal trends. We used the data to compare shocking contrasts in our search behavior. Our algorithm identified thousands of search terms that, on average, are more important to the people in Germany than the Syrian War. We used this data to compare the results in real-time on our platform and in our advertisements. This way, we were able to use the data to tell a story in a new way. Because the fact is our search behavior speaks volumes about what's important to us and what's not. The data was integrated into our platform and allowed users to discover Germany's trending topics compared to Syria.


#TrendTheSyrianWar Microsite

#TrendTheSyrianWar Landingpage

2022 Awards

Total Points: 3




MRM Germany / Frankfurt

Client / Brand

Aktionsbündnis Katastrophenhilfe / Berlin

Production Company

Das Werk / Frankfurt

Media Distribution Company

Universal McCann GmbH / Frankfurt
Reprise / Hamburg

Executive Creative Director

Martin Biela

Motion Designer

Dominik Gerhards

Associate Creative Director

Jelena Stamenkovic

Managing Director

Dominique Mann
Kerstin Diehl

Senior Art Director

Nico Köhler

Consumer-Marketing Agency

DeVries Global / Berlin

Director Creative Technology

Mark Hollering

Global Creative Excellence Manager

Patrick Thomas

Head of Corporate Strategy

Karen Braxmair
Olga Oster

Head of Key Account Management

Franziska Falk

Influencer Agency

Bloggerkartei / Jena
eqolot / Berlin

Junior Art Director

Alicia Otto

Key Account Manager

Lena-Maria Peters

Managing Director & Owner

Ulrike Fünfstück

PR & Communications Director

Jerome Cholet

PR & Communications Manager

Karin Stelzner

Senior Motion Designer

Michael Klaiber

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