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 - Social Media

Vienna strips on OnlyFans

Agency Jung von Matt DONAU GmbH / Vienna

Client Vienna Tourist Board


Social Post / Series

Annual ID


About the Work

Vienna is home to some of the world’s most iconic artworks. 100 years ago, their artists fought for the free expression of their art. 100 years later, Facebook and Instagram’s algorithms make their fight obsolete. And label Viennese art „pornographic“. Leading to blocked accounts and deleted posts. Our brief was to advertise Vienna’s cultural heritage in this very climate. To protest censorship, we took every piece of explicit art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content. The PR-stunt quickly went viral. It resulted in 2,500 articles worldwide, reaching more than 730 million people. It garnered 2.5 billion impressions and 150 million engagements. With these numerous articles, posts, videos and TV-coverage, the stunt started a global discussion on the question: Who has the right to censor the art we consume?

2022 Awards

Total Points: 21



Jung von Matt Donau GmbH / Vienna

Art Director

Denise Danniger


David Schneider

Chief Creative Officer

Werner Singer

Creative Director

Michael Maria Morgenbesser

Deputy Director Brand Management & B2C Marketing

Lukas Merl

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