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
Packaging / Specialty
Annual ID
OS22_DE026S
About the Work
Women make up approximately half of the gaming community. They are successful in eSports and hold leadership positions in the gaming industry. Despite this, gaming women not only have to fight against their opponents, but also against prejudice and sexist discrimination. As a result, many female gamers lose the fun of playing – with significant real life consequences.
“Gaming for everyone” isn’t just a slogan for us. After launching a worldwide initiative during Women’s History Month, we took our most sacred piece – the controller – and turned it into a statement for equality.
We replaced the controller's “B button” with the “equal symbol" and added a special function: by pressing it, gamers hear inspirational and supportive messages from the most successful women in the gaming industry.
The limited-edition controller was designed in 10 different special packaging, created by internationally renowned illustrators like Matt Taylor, Sam Rodriguez, Muti and many more – to honor women and diversity in gaming with a diversity of illustration styles.
The Equality Controller came in four different designed packaging boxes and was limited to 100 pieces, all of which were sent to influential and supportive female gamers in 23 countries in 4 continents. In unboxing videos and reviews, they introduced their followers to the Equality Controller and the idea behind it, talked about their own, very personal experiences with sexism in gaming and encouraged female gamers around the world.
Important and influential specialist media took up the topic and reported on it. With 100+ million contacts, 90+ million send outs in the form of special illustrated wallpapers and gamer themes and an increase in search queries by 1500% (#womeningaming or #gamingforeveryone), we brought the topic to the public's attention and made women in gaming more visible.
“Gaming for everyone” isn’t just a slogan for us. After launching a worldwide initiative during Women’s History Month, we took our most sacred piece – the controller – and turned it into a statement for equality.
We replaced the controller's “B button” with the “equal symbol" and added a special function: by pressing it, gamers hear inspirational and supportive messages from the most successful women in the gaming industry.
The limited-edition controller was designed in 10 different special packaging, created by internationally renowned illustrators like Matt Taylor, Sam Rodriguez, Muti and many more – to honor women and diversity in gaming with a diversity of illustration styles.
The Equality Controller came in four different designed packaging boxes and was limited to 100 pieces, all of which were sent to influential and supportive female gamers in 23 countries in 4 continents. In unboxing videos and reviews, they introduced their followers to the Equality Controller and the idea behind it, talked about their own, very personal experiences with sexism in gaming and encouraged female gamers around the world.
Important and influential specialist media took up the topic and reported on it. With 100+ million contacts, 90+ million send outs in the form of special illustrated wallpapers and gamer themes and an increase in search queries by 1500% (#womeningaming or #gamingforeveryone), we brought the topic to the public's attention and made women in gaming more visible.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
SERVICEPLAN GERMANY / Munich
Production Company
Fijak / Raunheim
Music / Sound Production Company
DamienDamien / Hamburg
Post Production Company
Pop Postproduction / Hamburg
Art Director
Theresa Fechler
Motion Designer
Kevin Lausen
Photographer
Bernd Westphal
Account Director
Ann-Kathrin Frohloff
Global Chief Creative Officer
Alex Schill
Head of Production
Sebastian Heidrich
Senior Art Director
Tudor Cucu
Business Director - Global Key Accounts
Diane Schulz
Creative Director Art
Pavel Bondarenko
Creative Director Text
Daniel Steller
Director Gaming Communications
Sophie Orlando
Founder & Head of Production
Fiete Girardet
Global Communications Manager
Rebecca Gordius
Global Creative Strategist
Maximilian Schöngen
Head of Design
Ben Hug
Head of Social Good
Jenn Panattoni
Managing Creative Partner
Leif Johannsen
Patrick Matthiensen
Managing Partner
Lars Holling
Marketing Communications Lead, DACH
Maxi Gräff
Media Designer
Till Felix
Packaging Company
das produktionsbüro.frankfurt / Bruchköbel
Printing Company
Heyne-Druck / Offenbach
Senior Motion Designer / Head of Film
Dennis Fritz
Sound modules + conversion controller company
LOETRONIC / Aachen
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