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 - Design

Plantable News

Agency Havas Middle East / Dubai

Client The National
BACK TO RESULTS

Annual ID

OS22_DE072M

About the Work

The region’s leading English news publication “The National” wanted to celebrate the UAE’s 50th Jubilee with an idea that would create social media buzz and drive earned media - the main creative challenge was, at the same time, to celebrate the country's history and to invite all our readers to take a pledge for the future. The Ghaf Tree is the UAE’s national - it thrives in harsh desert climates for up to 50 years, a growth pattern that is similar to the UAE. It was under these trees that the vision of UAE sprung out of the desert, 50 years ago. To celebrate the vision of the country founders and, at the same time, to inspire the future of the nation we created a special edition of 'The National' that could be planted to grow into a Ghaf tree. The Ghaf Paper is plantable. It's 100% biodegradable - made of pressed seed paper embedded with Ghaf tree seeds and printed with vegetable oil. The printed editions were then dispatched to readers that celebrated the initiative online, people of interest, key influential figures and even caught the eye of government officials such as the Minister of Youth and Culture, praising the efforts of the campaign.