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
Storytelling
Annual ID
OS22_CU020M
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.
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
Merit
Credits
Agency
MRM / London
Client / Brand
The National / Dubai
Editor
David Hunt
Richard Anthony
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
CEO
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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