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


Agency Edelman / Madrid



Social Channel / Single Platform

Annual ID


About the Work

In 72 countries LGBTQIA+ people are discriminated against by law. In six of countries, homosexuality is a crime punishable by death.
NGO FELGTB is a 25-year-old Spanish movement, that brings together 55+ LGBTQIA+ entities from across the Spanish territories, to fight for LGBTQIA+ rights.
FELGTB won’t rest until legal equality and social respect for the LGBTQIA+ community is achieved everywhere.

Due to pandemic lockdowns, FELGTB couldn’t manifest as before. They asked us to help them show up for Pride from home.

Raise awareness of the deprivation of rights of LGBTQIA+ people living in 72 countries.
Create presence for FELGTB throughout Pride week despite not being able to take to the streets.
Reinforce FELGTB’s position as the largest representative organisation of LGBTQIA+ people in Spain.

How do you highlight the plight of people living in these countries when identifying them could lead to their persecution?

We identified real stories by contacting LGBTQIA+ collective advocacy institutions around the world. From there, we compiled the stories in audio and uploaded them on the FELGTB profile on TikTok.

Through a simple button on the TikTok interface, anyone can use the audio from a video to create a new one, allowing people to Lip-Sync on the platform.

We invited some influencers from the LGBTQIA+ collective to join the cause and kick-off the social activation.

Each influencer selected one of our voices and created a video doing Lip-Sync, their videos quickly got a big audience, the algorithm started to suggest it to more people, people started making their own videos... and that's how a huge chain was formed.

The campaign ran for one month but is still alive organically.

TikTok Results:
3.7M+ views
12M+ impressions
500K+ interactions

2022 Awards

Total Points: 3




Edelman / Madrid

Graphic Designer

David Pastor


Mattias Ronge
Stefan Ronge

Creative Art Director

Helena Centena Crespo

Creative Director Spain

Felipe Braz Costa

Creative Retoucher

Joao Cavalcante

Creative Trainee

Carla Guerrero
Ignacio Perez

Digital Director

Aleix Perdigo

General Manager Spain

Lucia Carballeda
Pelayo Alonso

Global CCO

Judy John

Music Director

Henrique Tanji

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