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

The Shocking Percentage

Agency MRM / London + The National / Dubai

Client The National



Annual ID


About the Work

The Western press often neglect positive Middle Eastern stories. Which means we're not getting the full picture about the region. This fuels racism and insecurity. The National, a leading Middle Eastern news source, wanted to relaunch in the UK and US – to create a clear, unbiased view of the region. Intuitively, we knew that we weren't getting the full story about the Middle East. So we set up a global listening platform. It analysed news data in real time and told us exactly how much coverage positive stories from the Middle East were getting. The data was shocking. We let the data tell the story. Using a simple visual device, we used live data to show you exactly how much of a positive story you were seeing, or not seeing. Then we showed you where you could go to get the full story. We reached over 16 million people, showing them another side to the Middle East. We had target click through rates of 79,137. We got 100,311 for UK. Click through rates were double the industry average. And across the US and UK we attracted hundreds of thousands of regular new readers.

2022 Awards

Total Points: 3




MRM / London

Client / Brand

The National / Dubai

Executive Creative Director

John Treacy

Associate Creative Director

Andrew Pogson
Michael Poole

Managing Director

Karim Slim

Senior Art Director

Magdalena Gosek-Kyprianou

Senior Copywriter

Gavin Daniel

Business Director

Varsha Nursimloo


Chris Pearce

Chairwoman Europe & CCO UK

Nicky Bullard

Digital Planning Director

Mike Krzyzanowski

Head of Marketing & Communications

Mireille Puskulian

Managing Partner

Charles Eddy

Marketing Lead

Duaa Zietoun

Senior Account Manager

Dexter Wong

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