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 - Experiential & Immersive

Anti Look – the life-saving QR design

Agency Scholz & Friends

Client Johanniter


Responsive Environments

Annual ID


About the Work

In Germany, an ambulance should arrive within 8 minutes after an emergency call. But this has changed dramatically. Every second emergency response is delayed. With the omnipresence of smartphones, onlookers have become a huge issue. These “civilian paparazzi” take photos of victims and impede life-saving rescue operations with their sensationalism. Although it became a criminal offense in January 2021, action is rarely taken against ruthless onlookers. Our idea: Turning smartphones from problem boosters into problem solvers. We have developed an innovative digital pattern, that functions like a camouflaged QR code, to trick smartphone cameras. When an onlooker tries to capture a rescue operation with his smartphone, a message will pop up on the display - confronting the onlooker with his wrongdoing and educating him about proper behavior at accident scenes.

2022 Awards

Total Points: 3




Scholz & Friends

Production Company

Element E / Hamburg

Chief Creative Officer

Matthias Spaetgens

Executive Creative Director

Oliver Handlos


André Wagenzik

Agency Producer

Agostino De Martino

Account Manager

Felicitas Diepolder
Heiko Franke
Yvonne Haupt

Agency Producer Print

Melanie Carels

Director, DOP

Waldemar Obermann

Head of Marketing/Communication

Claudia Hauptmann

Head of Online Communication

Tanja Boettcher

Managing Creative Director

Robert Krause

Member of the Regional Board

Joerg Koch

Motion Design

Juergen Krugsperger

National Executive

David Kreuziger

Press spokesperson

Therese Raatz

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