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.
About the Work
Every year, more and more tourists visit the world. There were 25 million travellers in 1950 compared to 1.5 billion in 2023 according to the World Tourism Organisation. That is 60 times more than 70 years ago.
This growing influx will have terrible consequences for hundreds of places still preserved from any human presence: ecosystems will be disrupted, species threatened, natural sanctuaries destroyed.
For all these reasons, Guides Tao, the first travel guides committed to sustainable tourism, decided to act by launching the "Hate To Protect" operation.
The objective is simple: to protect fragile natural sites from tourism by making them undesirable.
When choosing a destination, most travellers rely on Internet reviews. To discourage tourists from visiting these places, we have trolled their online reputation by posting negative reviews on the most popular review sites.
We have selected natural areas that are likely to be exposed in the coming months to a large influx of tourists, which could cause irreversible damage to ecosystems and endemic species. We also ensured that the targeted locations were free of economic activity and that our operation would not penalise any trade or employment.
Far from simply discouraging travellers, the operation also serves to redirect them to sustainable destinations and addresses that respect the Guides Tao’s charter. In this way, travellers are advised on destinations that are suitable for them.
This growing influx will have terrible consequences for hundreds of places still preserved from any human presence: ecosystems will be disrupted, species threatened, natural sanctuaries destroyed.
For all these reasons, Guides Tao, the first travel guides committed to sustainable tourism, decided to act by launching the "Hate To Protect" operation.
The objective is simple: to protect fragile natural sites from tourism by making them undesirable.
When choosing a destination, most travellers rely on Internet reviews. To discourage tourists from visiting these places, we have trolled their online reputation by posting negative reviews on the most popular review sites.
We have selected natural areas that are likely to be exposed in the coming months to a large influx of tourists, which could cause irreversible damage to ecosystems and endemic species. We also ensured that the targeted locations were free of economic activity and that our operation would not penalise any trade or employment.
Far from simply discouraging travellers, the operation also serves to redirect them to sustainable destinations and addresses that respect the Guides Tao’s charter. In this way, travellers are advised on destinations that are suitable for them.
2022 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Music / Sound Production Company
\ELSE / Boulogne-Billancourt
Art Director
François Claux
Swann Richard
Copywriter
Swann Richard
François Claux
Executive Creative Director
Benjamin Marchal
Faustin Claverie
Motion Designer
Nicolas Duval
Music Supervisor
Thomas Jacquet
Account Executive
Louis Mainbourg
Julia Montagu
Managing Director
Jonathan Serog
C.E.O
Ophélie Cohen
Development Manager
Nicolas Breton
Strategic Planner
Basile Viault
Technology Director
Ivan Zindovic
Web Design Director
Nicolas Barrès
Web Developer
Sidney Bourgalle
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