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

Non-Fungible Animals

Agency Saatchi & Saatchi / Düsseldorf + MetaDesign / Berlin + Digitas Pixelpark / Germany + MSL Group / Germany

Client WWF


Digital Design

Annual ID


About the Work

Alongside global warming and climate change, species conservation is one of the biggest issues of our time. For years, WWF Germany has been working to conserve the world’s biological diversity and protect endangered species. But how can we communicate this well-known problem in a new way? 2021 was a breakthrough year for digital art. A lot of hype surrounded Non-Fungibles Tokens, which generated record revenues and made headlines around the world. WWF decided to turn the hype into help. By using NFTs to protect something that is equally unique and irreplaceable: endangered species. For the first time, Non-Fungible Tokens became Non-Fungible Animals. In collaboration with renowned international artists, 10 digital artworks were created to support the fight to save 10 endangered species. All NFAs were limited to the exact number of animals left in the world. The WWF expressed the great variety of animals facing extinction in the campaign, from Amur Tiger to Vaquita. And not only the animals were diverse but also the artists who portrayed them. Ten international designers, graphic artists and painters, each one with their own unique style. The result was a colourful and varied collection of digital artworks that caught the attention of a wide-ranging audience. Non-Fungible Animals established a completely new way to raise money – and changed the conversation about NFTs highlighting an important topic for the whole society. The result: over 65 million reach and more than 250,000.00 euros in proceeds. The next drop is already being planned.

2022 Awards

Total Points: 3




SAATCHI & SAATCHI / Düsseldorf

Design Firm

MetaDesign / Berlin

Digital Agency

Digitas Pixelpark / Germany

PR / Marketing Agency

MSL Group / Germany

Chief Creative Officer

Dennis May


Rouben Pohl

Executive Creative Director

Andreas Läufer
Christian Anhut

User Experience Designer

Marco Barooha-Siebertz

User Interface Designer

Ralf Brenner

Senior Art Director

Hendrik Müller
Ian Guimarães
Tela von Mücke

Senior Copywriter

Clemens Wadepohl
Gabriel Lepesteur

Account Manager

Friederike Eichhorn
Marco Diel

Associate Director Digital

Christoph Schnabel

Camera & Editor

Robert Slomke


Wigan Salazar

Chief Growth Officer

Christoph Pietsch


Robin Hellmann

Director Sound, Soundmix

Timo Kockmeyer

Director Technology

Joel Ramirez

Flame Artist

Dominik Skopp

IT Development

Daniel Robens
Hendrik Neumann

Junior Consultant

Antonia Gottwald


Rosie Thorpe

Online Business Development

Karl Nowak

PR Lead

Marco Vollmar

Senior Advisor

Wolfgang Büchner

Senior Business Development Manager

Alexander Hatzekonstantinidis

Strategy & Initiator/ Technical Lead

Max Penk

Team Lead Digital Producing

Marc Vongerichten

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