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
Events & Experiential
Annual ID
OS22_PR008S
About the Work
Global Warming, as the name says, is a Global Problem. We hijacked the biggest global event of the year. A crazy idea with a serious message.
We launched an unlikely bid: one of the coldest cities in the world as a Candidate City for the 2032 Summer Olympic Games.
The objective of the campaign was to generate awareness
So, we've followed all of the required application steps of real submission. This included creating a bid film, a logo, a bid book, a swag store, sports pictograms, a mascot.
Among other materials.
Salla 2032 instantly spread across the globe in a call to action to raise awareness on how every person and company can help to fight climate change by becoming more sustainable and doing their part. Not just to keep Salla cold, icy, and snowy, but also to stop Climate Emergencies from becoming inevitable all around the planet.
Phenomenal response, including the Former President of Finland, Greta Thunberg, Anitta, and many other celebrities sharing organically. 59 Embassies of Finland around the world sharing the idea. Inspired numerous parodies - Antarctic 2032, Oymyakon 2036, Siberia 2036, among others. Enabled us to focus conversation online and capture the attention of people all around the world.
People from China to Paraguay, from all walks of life, were talking about and sharing this crazy idea with a serious message. Some wanted to buy merchandise. Others wanted a poster.
With zero paid media, the discussion about Global Warming gained the headlines.
The Meltwater tracker revealed that 1237 news have been published in 118 countries.
7,586 billion media impressions.
Earned Media Value: $157MM (US)
879% Increase in Conversation About Global Warming on Social Media. Reaching over 226 million users.
Salla became the most mentioned city on Twitter, during three weeks with 1.2MM mentions.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Africa / Sao Paulo
Production Company
Triatoma / Primo Content
Music / Sound Production Company
Satélite Audio
Post Production Company
Warriors VFX
Copywriter
Nicholas Bergantin
Chief Creative Officer
Sergio Gordilho
Chief Technology Officer
Fabio Palma
Creative Director
Nicholas Bergantin
Rodrigo Adam
Creative Technologist
Valerio Oliveira
Director
Santi Dulce
Director of Photography
Gabriel Bianchini
Editor
Matheus Tibira
Executive Creative Director
Matias Menendez
Executive Producer
Renan Chagas
Strategist
Aldo Pini
Digital Strategy
Carol Patrocinio
Project Manager
Leandro Gomes
2D Mascot Animation
Marco Nick
3D Mascot
Carol Taffarel
Agency Producers
Juarez Lima
Rodrigo Ferrari
art e content
Luis Félix
Bid Book Designer
Thais Trizoli
Color Grading
Fernando Lui
Community Managers
Aline Khoury
Carolina Camila
Curation
Norte Produtora de Arte
Digital Production Director
Fernando Tolusso
Director of Special Projects
Juliana Leite
Monique Lima
Fixer/Location Manager
Timo Tuuha
Live Producer
Netshow.me
Mascot Character Modeler
Tales da Rocha
Mascot Concept & Character Design
Marmota vs milky
public relations
Carina Miranda
Fabiana Antacli
Valerie Silverman Kerr
Sound Track & Sound Design (Bid film)
Guilherme Francischi
Special Projects
Lica de Souza
Aline Saraiva
Caio Rodrigues
Fernando Alonso
Isabela Levy
Julia Newman
Thays Miranda
Sustainability & Institutional Relations
Raphae Vandystadt
Tech Lead
Valerio Oliveira
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