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

Xbox Equality Controller


Client Microsoft / Xbox


Craft / Illustration

Annual ID


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.

2022 Awards

Total Points: 3





Production Company

Fijak / Raunheim

Music / Sound Production Company

DamienDamien / Hamburg

Post Production Company

Pop Postproduction / Hamburg

Art Director

Theresa Fechler

Motion Designer

Kevin Lausen


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


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